It's not what you think (GiantGroup.com) ... that's what they want you to think .. the reality is: GiantCyclingGroup.com (weirdest branding trend continue).
Giant have rebranded their parent company of all the business units of the Taichung, Taiwan based company as "Giant Group". This includes its consumer-facing brands, OE business, along with various other entities. Formerly called Giant Manufacturing, the branding was apparently a two-year-long process.
"As a business, we've grown from being an OE manufacturing company, we've evolved into a leading consumer brand with Giant. Over ten 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." Giant's global marketing director An Le told BRAIN.
The structure is now as follows. Giant Group is the parent company and business-to-business brand. According to their website, giantcyclinggroup.com, the brand's purpose or mission statement is "Raise The Bar: Advancing the entire cycling world."
There are two sub-groups under Giant Group. The brands Giant, Liv, Momentum, Cadex and the OE business are together and then separate from them are three other subsidiary groups, The Cycling Lifestyle Foundation, YouBike, and Giant Travel Agency.
read more (bicycleretailer)
Giant have rebranded their parent company of all the business units of the Taichung, Taiwan based company as "Giant Group". This includes its consumer-facing brands, OE business, along with various other entities. Formerly called Giant Manufacturing, the branding was apparently a two-year-long process.
"As a business, we've grown from being an OE manufacturing company, we've evolved into a leading consumer brand with Giant. Over ten 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." Giant's global marketing director An Le told BRAIN.
The structure is now as follows. Giant Group is the parent company and business-to-business brand. According to their website, giantcyclinggroup.com, the brand's purpose or mission statement is "Raise The Bar: Advancing the entire cycling world."
There are two sub-groups under Giant Group. The brands Giant, Liv, Momentum, Cadex and the OE business are together and then separate from them are three other subsidiary groups, The Cycling Lifestyle Foundation, YouBike, and Giant Travel Agency.
read more (bicycleretailer)
