Dijaya leverages its Tropicana brand

KUALA LUMPUR: Dijaya Corp Bhd has announced it will leverage its Tropicana brand and will operate under the new trade name of Tropicana Corp Bhd effective immediately.

“To better reflect the company’s direction and the ... projects under its flag, we have decided to leverage our strongest asset and change our trade name to Tropicana Corp Bhd,” Tan Sri Danny Tan, group executive vice-chairman, said in a statement yesterday.

The name Tropicana has become a signature of Dijaya, he said, adding that many of the group’s subsequent developments carry the Tropicana brand in their names and concepts.

Tan, the founder of Dijaya, said, “It seems timely that we capitalise on our own brand value, to grow in line with our vision to transform Tropicana Corp Bhd into one of the leading property players.”

He noted that Dijaya was the first to introduce resort-style living into residential property developments with the Tropicana Golf & Country Resort.

The use of the new name was approved by the Companies Commission of Malaysia (CCM) last month and by the shareholders at an EGM on Tuesday.

The group also unveiled its new logo — the Tropicana tree trademark — and renamed its website to reflect its transformation, direction and projects.

“We will continue to focus on concepts for our portfolio of residential, office and retail developments and further expand the market reach of our group to its potential customers across the country and beyond,” said Tan.

He added that the group is optimistic that the new launches will contribute strongly to the group’s sales and earnings growth.

This article first appeared in The Edge Financial Daily, on May 23, 2013.


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