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Giant restructures corporate branding

Published March 9, 2020

NEWBURY PARK, Calif. (BRAIN) — Say hello to Giant Group.

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That's the new name for the parent company of all the business units of the Taichung, Taiwan-based company, including its own consumer facing brands, its OE business, and other services and solutions. It's the new name for what we used to call Giant Manufacturing. The adjusted branding was two years in development.

"As a business, we've grown from being an OE manufacturing company," An Le, Giant's global marketing director, told BRAIN. "We've evolved into a leading consumer brand with Giant. Over 10 years ago we added Liv, and then we added Momentum and now CADEX. So we wanted to create a clear separation between Giant the parent company and Giant the consumer brand," he said.

Giant Group's new brand architecture.So the corporate branding now looks like this: Giant Group is the parent company and essentially a business-to-business brand (for now, Giant Manufacturing remains the company's official name on the Taiwan stock exchange). Giant Group's newly articulated "brand purpose" is: Raise The Bar: Advancing the entire cycling world.

Under Giant Group the brands separate into two: the brands (Giant, Liv, Momentum, and Cadex) and the OE business. And distinct from the brands and the OE business, there are three subsidiaries: Cycling Lifestyle Foundation, YouBike (a bike share system), and Giant Travel Agency. Giant Group also has 14 sales companies around the world. 

Le said retailers will see the new Giant group brand on collaterals, envelopes and other places. "There's no legal or business impact beyond that," he said.

The Giant consumer brand logo is a new color, with a typography similar to what the company has been using on the downtubes of its bikes in recent years. Previously the logo for the consumer-facing Giant brand was the same color and same typography as the current Giant Group logo. 

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