Shanghai (October 2024) – Labbrand and XCMG Group proudly took home the silver award for “2024 Best Localization of an International Brand” at the prestigious Transform Awards North America, held in New York. Organized by Transform Magazine, a leading global publication focused on brand development and transformation, the awards recognize outstanding branding achievements worldwide.

Recognized as one of the most authoritative awards in the branding world, the Transform Awards have celebrated innovative, high-standard branding achievements across multiple regions, including North America, Asia, Europe, and the Middle East since 2009. The “Best Localization of an International Brand” category specifically acknowledges the excellence of global brands in adapting and implementing innovative localization strategies in the North American market. Therefore, winning the “Best Localization of an International Brand” award underscores XCMG’s strategic success in strengthening its global brand presence.

As XCMG’s long-term branding partner, Labbrand collaborated closely with the company to create and articulate its brand vision by focusing on four core dimensions: brand strategy, brand identity, brand communication, and corporate culture. Through comprehensive research and analysis of overseas target markets, we developed a brand positioning that perfectly aligns with local market demands. To further strengthen XCMG’s brand recognition, we also crafted a localized brand messaging matrix and customized communication strategies, creating the impactful global slogan “SOLID TO SUCCEED” along with an inspiring brand narrative. Furthermore, we designed a clearer and more unified corporate culture handbook, ensuring a consistent global brand identity for XCMG across all aspects of the company.

The recognition from the Transform Awards is a testament to Labbrand’s expertise in developing globalization strategies that are tailored for each market, grounded in thorough insights and smart branding. While the award specifically recognizes localization achievements in the North American market, it also underscores our expertise in enabling brands to build meaningful connections with diverse local audiences, fostering sustainable brand growth.

Zhujun Qi (Jane Qi), Group Director & Strategy Director of Labbrand and the project leader for XCMG’s brand globalization development, said, “We are very honored to receive the silver award for Best Localization of an International Brand on behalf of Labbrand as the project leader and strategy director. This award is a significant acknowledgment of our team’s hard work on XCMG’s brand globalization project and recognition of the strategic thinking and excellent execution we showcased throughout the localization process. As XCMG’s long-term partner, we have successfully created a brand strategy that resonates deeply with local customers on a global scale by exploring and analyzing XCMG’s brand vision and aligning it with the unique needs of target markets. By establishing clear brand positioning, an inspiring brand slogan, and tailored communication strategies, we have collectively driven the renewal and unification of XCMG’s brand identity globally. This award is a tribute to our entire team and would not have been possible without XCMG’s trust and support. Moving forward, I’ll continue to lead the team, upholding professional standards to help more brands achieve international success and foster the deep synergy between brands and culture, ensuring sustainable growth and development.”

At Labbrand, we firmly believe that a solid brand strategy is key to long-term growth and success. We help our clients shape corporate branding via our end-to-end approach which delivers an insightful, cohesive and impactful brand experience that drives measurable brand success. Labbrand’s unique strategy framework blends scientific insights with creative vision to design customized brand strategies that meet each client’s specific goals. Our approach helps clients consistently establish strong brand positioning, resonate with their audiences, enhance brand equity, and engage employees to co-create and embody the brand in their daily lives to ensure a consistent brand experience for their target audience.

Click to learn more about XCMG’s brand internationalization project.

About XCMG Group

Xuzhou Construction Machinery Group Co., Ltd. (XCMG) was founded in 1943. Since then, XCMG has stood at the forefront of the Chinese construction machinery industry and has developed into one of the domestic industry’s largest, most influential, and most competitive enterprise groups, with the most complete product varieties and series.

XCMG is the 3rd largest construction machinery company in the world. It is ranked 65th in the list of China’s Top 500 Companies, 44th on the list of China’s Top 100 Manufacturing Enterprises, and 2nd on the list of China’s Top 100 Machinery Manufacturers. XCMG is dedicated to its core value of “Taking Great Responsibilities, Acting With Great Morals, and Making Great Achievements” and its corporate spirit of being “Rigorous, Practical, Progressive, and Creative” to keep moving toward its ultimate goal of becoming a leading world-class enterprise capable of creating real value.

About LABBRAND

Labbrand, founded in 2005 in Shanghai, is a global leading branding consultancy. Headquartered in Shanghai, China, with international offices in Paris, New York, Singapore, and Malaysia, Labbrand provides expert and precise branding solutions to clients worldwide, leveraging professional insights in Naming, Strategy, Research, Design, Brand Building, and Brand Innovation. In an ever-changing business environment, Labbrand helps clients achieve brand innovation and increase brand equity. As a trusted partner in brand innovation, Labbrand has continuously been recognized by the world’s most influential media and award bodies, winning over 70 top global awards including the iF, Red Dot Design Award, London International Awards (LIA), and Transform (Asia, North America, Europe).