Kanghui, now a division within Medtronic’s Restorative Therapies Group, has been providing innovative and affordable orthopedics products and services in China and international markets for over two decades. However, the brand’s aging image hindered its growth, particularly in the global stage. To overcome this challenge, Labbrand collaborated with Medtronic Kanghui to rejuvenate its brand through a comprehensive project encompassing brand globalization strategy. The aim was to reflect Kanghui’s differentiated proposition and establish a distinct brand image that would propel the brand beyond the Chinese and Asian markets.

Challenge

Kanghui confronted a discernible disparity between its internal perception and its external reputation, highlighting the urgency for a brand rejuvenation that could serve as a bedrock for global expansion. The key challenge at hand was to construct a unified brand strategy seamlessly aligned with Medtronic’s overarching goals. This encompassed the development of a fresh visual identity system as well as the intricate task of crafting engaging brand narratives and impactful taglines. The overarching mission was to bridge the existing gap and establish a harmonious, cohesive brand identity that resonated across internal and external domains, thereby providing a sturdy platform for Kanghui’s ambitious global aspirations.

Solution

Labbrand’s cross-functional team conducted extensive research and collaborated with Kanghui to develop a comprehensive brand rejuvenation plan. The project encompassed brand globalization strategy, design, verbal identity, and ongoing services. Through immersion with Medtronic executives and interviews with external stakeholders, Labbrand analyzed the industry landscape, consumer insights, and competitors. This led to the development of a new brand platform and strategy for both the Chinese and international markets (including India, South Africa, and the Middle East).

Additionally, Labbrand crafted a brand signature, animation videos, visual identity systems, taglines, and brand stories to align Kanghui’s brand image with its orthopedic expertise and commitment to progress, support, and companionship. With the concept of progress, support, and companionship, the new design of Kanghui brand embodies the attributes of Kanghui as an orthopedics products and services provider. At the same time, it demonstrates Kanghui pursuing innovation, marching alongside its care-provider and its patients towards a healthier life.

Results

Labbrand’s brand globalization efforts for Kanghui resulted in a revitalized brand identity that propelled the company from the Chinese market to Southeast Asia, South Africa, and the Middle East. The project outputs included a refined brand positioning, compelling value proposition, and a defined brand personality. The brand guideline provided a blueprint for consistent application, while training sessions ensured internal stakeholders embraced the new brand direction. Medtronic Kanghui successfully positioned itself as a global player in the orthopedics market, achieving international recognition and solidifying its reputation as an orthopedics pioneer.