Frans Indongo Group Launches New Brand Positioning

26 October 2016
On Tuesday 26 October 2016, the Frans Indongo Group, in Namibia, launched their new brand in the Namibian market. The group’s new brand identity including the message “Shape Today. Own Tomorrow.”and logo (visual representation) was announced and presented at a prestigious event in the capital.

Dr Frans Indongo’s commitment to serving a greater purpose and the desire to transform the company from being owner-managed to a corporate-managed model was a personal goal of Dr Frans ‘Aupa’ Indongo (80) that was brought to life in 2006, when he employed a Board of Trustees, Board of Directors and Chief Executive Officer and changed the structure of the business, leading to the subsequent launch of a new brand position today.

Frans Indongo Group

Seen at the launch from left to right: Kobus van Graan (Chief Executive Officer), Dr Solly Amadhila (Board of Trustees Chairman), Ally Angula (Trustee), Dr Frans ‘Aupa’ Indongo (Trustee) and his wife Mrs Beatha Indongo, Elize Angula (Director) and Martin Shipanga (Chairman of the Board).

As a community man who under took many entrepreneurial ventures such as tree cutting, hunting, tailor, electrician, mechanic, and salesman on a bicycle, Dr. Indongo opened his first official shop in his own building in 1964. According to Dr Indongo, he is very delighted and not concerned at all about what will happen with his businesses in the future: “In all my years of achieving so many milestones, I realised that this was afforded to me by the grace of God, for which I am so grateful. I was given a seed, I planted it and now today we are looking to re-position this company in the Namibian market, after almost 6 decades”, he said.

Frans Indongo Group, new logo, tagline, positioning statement, launch, Bishop Kleopas Dumeni, Frans Indongo, Sam Nujoma

From left to right, Bishop Kleopas Dumeni, Dr Frans ‘Aupa’ Indongo, His Excellency, Dr Sam Nujoma (Founding President of the Republic of Namibia).

Distinctive guests which included the Founding President of the Namibian Nation, His Excellency Dr. Sam Nujoma and the right Honourable Prime Minister, Dr. Saara Kuugongelwa-Amadhila, amongst others, were given an historic overview of the humble beginnings of Aupa’s entrepreneurial journey the last ± 60 years by Group Chief Executive, Kobus van Graan.

Kobus van Graan

Kobus van Graan (Chief Executive Officer) presenting an overview of the group’s humble beginnings, through sharing Dr Frans ‘Aupa’ Indongo’s entrepreneurial journey.

Van Graan reiterated that Dr. Indongo is a living example of how to create wealth and to be a catalyst for continuous economic growth in Namibia. “With the introduction of new positioning “Shape Today. Own Tomorrow.”, we firstly honour the legacy of our Founder and secondly announce that the Frans Indongo Group is to last beyond this generation, for the well being of the company, our partners, our community and our nation”, he said.

 Saara Kuugongelwa-Amadhila

Right Honourable Prime Minister, Dr. Saara Kuugongelwa-Amadhila (Honourable Prime Minister of the Republic of Namibia) congratulating Dr Frans ‘Aupa’ Indongo on another milestone achieved.

The new positioning is grounded on Aupa Indongo’s timeless values of hard work, perseverance, discipline, humility and patriotism and aims to inspire their companies and the nation at large.

The Frans Indongo Group of Companies is a leading and diversified investment business with interests in various industries including manufacturing and distribution, automotive, retail, property, farming, fisheries and hospitality. These include: Bokomo Foods Namibia; Tongaat Hulett Namibia, the leading sugar manufacture and distributor; Wispeco Namibia, a substantial manufacturer of garage doors, steel windows and door frames; Frans Indongo Lodge; Protea Hotel Walvis Bay; Indongo Toyota and Hino Indongo; and Grain Carriers Namibia, a transport company that offers distribution services at competitive rates.

 Lucinda Feris, Kobus van Graan, Tanya Beukes, Frans Indongo, Beatha Indongo, Rebeca Joseph, Etienne Cloete, Jacobina Hailwa.

Frans Indongo Group staff: From left to right: Lucinda Feris, (Receptionist) Kobus van Graan (Chief Executive Officer),Tanya Beukes (Office Manager), Dr Frans ‘Aupa’ Indongo (Trustee) and his wife Mrs Beatha Indongo, Rebeca Joseph (Financial Assistant) , Etienne Cloete (Chief Operations & Commercial Officer) and Jacobina Hailwa (Financial Manager).

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