Strategy Of Rebranding Way Forward
Prince Foundation, formerly known as Prince Charitable Foundation, has unveiled a new logo, a new name, and a new mission statement - "Together, We Can Build a Better Future for Cambodia." Prince Foundation is the charitable arm of Prince Holding Group ("Prince Group"), one of Cambodia's largest conglomerates with several subsidiaries focused on three primary areas: real estate development, financial services, and consumer services. In Chinese, Prince Foundation will be referred to as 太子慈善 (translated as "Prince Foundation"). The rebranding exercise follows an intensive examination of Prince Foundation's six years of high-impact charitable activities, during which it organised more than 250 charity events benefiting more than half a million Cambodians and raising more than US$14 million in cumulative donations. In line with a growing trend among similar foundations in Asia – more charitable foundations in the region are pursuing a more strategic