The OCH brand repositioning project faces significant challenges rooted in its diverse business portfolio, complex history, and the need to establish a new corporate identity.

Research and Internal Analysis Challenges: One of the primary difficulties lies in the Portfolio Complexity, where OCH operates across distinct sectors (Hospitality, Real Estate, and F&B through legacy brands like Kem Tràng Tiền and Givral). The research must find a common thread and a unified positioning that respects the strong, decades-old identities of its sub-brands while building a new corporate brand. Furthermore, the analysis must effectively address the Negative Perception associated with the former corporate structure (before the change of ownership and name), requiring a careful strategy to transition public and stakeholder focus to the new "One Capital Hospitality" vision and values.

Brand Positioning and Architecture Challenges: The strategic challenge is how to reconcile the new leadership's aspiration to be a Modern, Value-Creating entity with the company's existing assets, which are deeply tied to Vietnamese Heritage and Legacy. This creates a risk where the corporate brand (OCH) might be overshadowed by its more famous operating brands (Kem Tràng Tiền). This necessitates a clear Brand Architecture decision on whether to adopt a "Branded House" or an "Endorsed Brand" model. Choosing the wrong structure could either dilute the sub-brands' heritage or prevent the corporate brand from accumulating equity.

The proposed solutions are structured to directly tackle these challenges through a phased approach focused on strategic clarity and architectural efficiency.

Research and Analysis Solutions: The project will begin with a Comprehensive Brand Audit that covers internal capabilities, market competitors, and customer perception across the three main segments (F&B, Hospitality, and Investor Relations). The goal is to isolate OCH's Unique Core Competencies and the Everlasting Value derived from its heritage assets (e.g., prime real estate, the history of Kem Tràng Tiền). This data-driven foundation is essential for building a credible narrative for the new positioning.

Brand Positioning Strategy: The core strategic solution is to position OCH as the “Creating Legacy” and elevating customer experiences to new heights". This positioning leverages the group's unique blend of legacy assets and modern management, making the Preservation and Advancement of Vietnamese Heritage the key differentiator in both the hospitality and F&B sectors. A clear Positioning Statement will articulate OCH's role as a steward and developer of premium assets and experiences, distinct from the product-specific positioning of its sub-brands.

Brand Architecture Implementation: To maximize value and respect the existing brand equity, the recommended approach is the Endorsed Brand Model. Under this structure, famous sub-brands (e.g., Kem Tràng Tiền) will retain their distinct identities while being clearly Endorsed by One Capital Hospitality. This allows OCH to gradually build corporate trust and credibility as a high-quality "Curator and Developer" without diluting the powerful historical connection the sub-brands have with their customers.