Voya creates a Chinese brand name for use in US

April 12, 2018 by Editorial Staff

Voya Financial, as part of an effort to cater to the Chinese community in the U.S. has created a Chinese-language version of its brand name and a “bilingual brand signature” with the help of the New York office Labbrand, a global brand strategy firm.

The Voya Financial brand itself is less than four years, having been the U.S. unit of ING until 2014. Since then, Voya has tried to position itself as “America’s retirement company,” although it is not the only financial services company vying to establish that kind of identity.

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Originally Posted at Retirement Income Journal on April 12, 2018 by Editorial Staff.