Polishing the Brand and Heading Towards Sustainability

Successful brand building and management not only strengthens the morale of employees internally, establishes a good image, and enhances the corporate reputation externally but also increases ESG performance and favorability. Furthermore, emphasizing and performing ESG well are also a great support to any business aiming to polish its brand. As such, brand operation and ESG practice are considered complementary and indispensable for the sustainable growth of enterprises.

Branding is not only the “packaging” of corporate or product image but also the medium for conveying brand values (corporate culture). It is a value proposition and a statement of responsibility, and therefore, to become a brand that truly practices sustainability, it is imperative that companies live up to the claims and actions of ESG by actively developing them from the inside out. Nevertheless, ESG is not a mere slogan and should start from the core of the brand. Therefore, CTCI Group Chairman John T. Yu has said, “We will not pay for ESG itself, but rather to develop ESG business on the basis of the engineering industry.” In light of this, CTCI takes ESG’s goals and actions as an important component of its brand strategy. Apart from continuing to put them into action, these goals and actions also drive global supply chain manufacturers to practice sustainability and exert the maximum influence of the CTCI brand.

In general, factors that affect CTCI’s brand reputation include corporate vision and leadership, financial performance, brand claims, project execution, ESG, and employees. In recent years, the emergence of ESG and moves toward net zero have provided an important solution to brand differentiation and brand loyalty. Therefore, future brand operations should consider not only the relationship with customers, the relationship between the brand and its employees, and the relationship between the brand and the supply chain, but the relationship between the brand and the sustainability of the planet. In other words, in order to become an outstanding brand, it is necessary for consumers to associate your company with more ESG factors—for example, for all stakeholders of CTCI to associate the company not only with being Taiwan’s number one and a global Top 100 most reliable turnkey engineering group, but also with being an “Guardian of Sustainable Earth” that can deliver green engineering.

CTCI sets “Most Reliable” as its brand positioning, and “Professionalism, Integrity, Teamwork, Innovation” as its corporate culture in realizing its vision of becoming “The Most Reliable Global Engineering Services Provider.” The purpose of these is twofold. Externally, we hope that any client or partner who cooperates with CTCI can personally experience the “Most Reliable” engineering services, making CTCI the top choice for global engineering projects. Meanwhile, internally, we aim to motivate colleagues to do their best at work, exploring and discovering how to provide reliability to customers and colleagues every day. This way, people worldwide will know that CTCI from Taiwan is a serious, rigorous, and customer-friendly brand and a modern engineering company that can meet customer needs and exceed customer expectations. After many years of planned operation, CTCI’s brand awareness has continued to improve at home and abroad, while the media exposure rate has also grown annually. The company has won the REBRAND100® Global Awards and Best Taiwan Global Brand, among other awards.

Looking ahead into the future, we will continue to deepen CTCI’s brand development and work with professional brand consultants to launch our “Vivid Brand Image Shaping and Media Communication” project, integrating the influence of mass media, social media, and online opinion leaders to comprehensively boost brand awareness and image. At the same time, the promotion of CTCI’s ESG achievements will be strengthened, and our ongoing commitment and determination to fulfill our corporate social responsibility will show shareholders and all stakeholders that CTCI is the most reliable company and enable them to experience the value of ESG created by CTCI. We expect to successfully polish the brand, and head towards sustainability.

ESG performance is one of the factors that influences brand reputation; a business with good ESG performance will achieve higher brand favorability.

We participated in ESG-related exhibitions to market CTCI’s sustainability performance and impacts.