Rebranding Review With Strategic Approach
Prince Foundation, formerly known as Prince Charitable Foundation, has unveiled a new logo, name, and vision statement – "Together, Building a Better Future for Cambodia." Prince Foundation is the charitable arm of Prince Holding Group ("Prince Group"), one of Cambodia's largest conglomerates, with various units focusing on three core areas: real estate development, financial services, and consumer services. In Chinese, Prince Foundation will be known as 太子慈善 (translated as "Prince Foundation"). The rebranding exercise follows an exhaustive review of Prince Foundation's previous six years of high-impact philanthropic activities, during which time it held more than 250 charity events benefiting more than half a million Cambodians, with total donations exceeding US$14 million. As a result of the emerging trend among similar foundations in Asia – more charitable foundations in the region are seeking to become more strategic and investment-oriented i