Information about the Company
Kingston Technology (Kingston) was founded by John Tu and David Sun in California, U.S.A., in 1987. Today, Kingston has become the world’s No. 1 Memory & Solid-state Drive supplier with presences across five continents, covering 175 countries with products available in more than 225,000 locations worldwide.
With the philosophy of “Kingston Is With You”, Kingston is committed to enabling its customers to achieve more with diversified and high-quality products including memory modules, SSD, USB drives, memory cards, OEM, and embedded solutions. From big data to laptops and PCs, to IoT-based devices like smart and wearable technology, to design-in and contract manufacturing, Kingston helps deliver the solutions used to live, work, and play. Kingston believes that its solutions can go beyond memory and strives to see the bigger picture to meet the needs of customers and offer solutions that make a difference.
Brand Elements
To the general public, memory products that Kingston sells can be distant and too “techy”. However, memory and storage products not only exist in PCs, smart watches, robot vacuums, and drones, but it is also related to a concept people are widely familiar with, that is, the memories people hold on to and remember.
To bridge the gap in product understanding and be closer to its customers, Kingston uses a down-to-earth approach in its brand communication. Kingston integrates memory products with warm and unforgettable “memories” in people’s hearts. Emphasizing the products are beyond memory, Kingston positions itself as the “guardian of treasured memories” and its memory and storage products as the “carriers of memories”.
Kingston believes that building a connection with one’s customers has a significant impact on customers’ preference for the brand. By incorporating messages that customers can relate to, Kingston is able to present its product and brand image in a soft and amiable way.
Kingston Technology (Kingston) was founded by John Tu and David Sun in California, U.S.A., in 1987. Today, Kingston has become the world’s No. 1 Memory & Solid-state Drive supplier with presences across five continents, covering 175 countries with products available in more than 225,000 locations worldwide.
With the philosophy of “Kingston Is With You”, Kingston is committed to enabling its customers to achieve more with diversified and high-quality products including memory modules, SSD, USB drives, memory cards, OEM, and embedded solutions. From big data to laptops and PCs, to IoT-based devices like smart and wearable technology, to design-in and contract manufacturing, Kingston helps deliver the solutions used to live, work, and play. Kingston believes that its solutions can go beyond memory and strives to see the bigger picture to meet the needs of customers and offer solutions that make a difference.
Brand Elements
To the general public, memory products that Kingston sells can be distant and too “techy”. However, memory and storage products not only exist in PCs, smart watches, robot vacuums, and drones, but it is also related to a concept people are widely familiar with, that is, the memories people hold on to and remember.
To bridge the gap in product understanding and be closer to its customers, Kingston uses a down-to-earth approach in its brand communication. Kingston integrates memory products with warm and unforgettable “memories” in people’s hearts. Emphasizing the products are beyond memory, Kingston positions itself as the “guardian of treasured memories” and its memory and storage products as the “carriers of memories”.
Kingston believes that building a connection with one’s customers has a significant impact on customers’ preference for the brand. By incorporating messages that customers can relate to, Kingston is able to present its product and brand image in a soft and amiable way.
Memories Empower. Kingston is with You.
Inspiring Identity
Kingston’s branding journey in APAC evolves from its first microfilm, Mind the Gap, a story about an old lady who uses a USB drive to preserve her late husband’s voice. The touching story successfully received immense feedback from all over the world. Following its success, Kingston continued to utilize microfilms as a communication tool to tell good stories, which would later form the heart-warming Memory Trilogy.
Kingston believes successful communication strategies should progress over time. During the COVID-19 pandemic in 2020, Kingston drew focus to the strength in memory to empower people and encourage them to move forward bravely and create memorable moments in their lives. In 2021, Kingston used another microfilm “Memories Empower” to once again impress people with a story of a little girl who survived the pandemic, showing how powerful the strength in memories could be, enabling people to heal their wounds and move toward their dreams.
Kingston then collaborated with CSD, a leading face mask manufacturer, to host an unprecedented face mask design competition. The competition encouraged more than 39 million people to find hope and joy from the creative designs inspired by memories.
Kingston continues to go above and beyond, using art, film, sports, and other cross-industry collaborations to create a more intimate way of communication. Kingston strives to inspire people with its positive influence. In comparison with competitors’ price-cutting strategy, Kingston’s focus on building a unique brand identity leaves an even stronger impression on its customers.
Achievements & Impact
Backed by high quality, diversified products, and unique marketing strategies, Kingston received the most prestigious recognition from the market as the No.1 memory and SSD module supplier in the world by Trendforce and TrendFocus. Moreover, with the robust ecosystem that it built along with its partners and suppliers, Kingston gained nearly 3.5 times the business growth in the past 10 years, as well as a record high revenue and daily shipments reaching 2 million units per day. In addition, Kingston has won numerous awards in the APAC region for its memory and SSD products. Decided directly by consumers and media, the awards include the Best Internal Storage Maker from Australian PC Awards 2022, The Best Memory Module Brand from NCN’s Most Innovative Award 2021 (India), and The Best High-performance RAM from TTBC21 (Vietnam), etc.
Kingston’s innovative marketing campaigns have also been recognized by the international creative community, such as earning the 4A Creative Award and Golden Award of Montreux. These recognitions from media, consumers, and the advertising industry enhance Kingston’s unparalleled position in both “Market Share” for its products and “Mind Share” for its brand image.
Future Direction
Kingston believes that the preservation of a brand’s value and sound volume is neither a quick move nor a flash in the pan. Kingston gives full play to its initiatives through the creative marketing campaigns supported by partners and consumers and is able to build a more sustainable brand identity backed by this strong ecosystem. Driven by the spirit of “Kingston Is With You”, Kingston will keep pace with the ever-changing world and continue to explore more touch points from people’s lives, so as to inspire more stories beyond memories.
Kingston’s branding journey in APAC evolves from its first microfilm, Mind the Gap, a story about an old lady who uses a USB drive to preserve her late husband’s voice. The touching story successfully received immense feedback from all over the world. Following its success, Kingston continued to utilize microfilms as a communication tool to tell good stories, which would later form the heart-warming Memory Trilogy.
Kingston believes successful communication strategies should progress over time. During the COVID-19 pandemic in 2020, Kingston drew focus to the strength in memory to empower people and encourage them to move forward bravely and create memorable moments in their lives. In 2021, Kingston used another microfilm “Memories Empower” to once again impress people with a story of a little girl who survived the pandemic, showing how powerful the strength in memories could be, enabling people to heal their wounds and move toward their dreams.
Kingston then collaborated with CSD, a leading face mask manufacturer, to host an unprecedented face mask design competition. The competition encouraged more than 39 million people to find hope and joy from the creative designs inspired by memories.
Kingston continues to go above and beyond, using art, film, sports, and other cross-industry collaborations to create a more intimate way of communication. Kingston strives to inspire people with its positive influence. In comparison with competitors’ price-cutting strategy, Kingston’s focus on building a unique brand identity leaves an even stronger impression on its customers.
Achievements & Impact
Backed by high quality, diversified products, and unique marketing strategies, Kingston received the most prestigious recognition from the market as the No.1 memory and SSD module supplier in the world by Trendforce and TrendFocus. Moreover, with the robust ecosystem that it built along with its partners and suppliers, Kingston gained nearly 3.5 times the business growth in the past 10 years, as well as a record high revenue and daily shipments reaching 2 million units per day. In addition, Kingston has won numerous awards in the APAC region for its memory and SSD products. Decided directly by consumers and media, the awards include the Best Internal Storage Maker from Australian PC Awards 2022, The Best Memory Module Brand from NCN’s Most Innovative Award 2021 (India), and The Best High-performance RAM from TTBC21 (Vietnam), etc.
Kingston’s innovative marketing campaigns have also been recognized by the international creative community, such as earning the 4A Creative Award and Golden Award of Montreux. These recognitions from media, consumers, and the advertising industry enhance Kingston’s unparalleled position in both “Market Share” for its products and “Mind Share” for its brand image.
Future Direction
Kingston believes that the preservation of a brand’s value and sound volume is neither a quick move nor a flash in the pan. Kingston gives full play to its initiatives through the creative marketing campaigns supported by partners and consumers and is able to build a more sustainable brand identity backed by this strong ecosystem. Driven by the spirit of “Kingston Is With You”, Kingston will keep pace with the ever-changing world and continue to explore more touch points from people’s lives, so as to inspire more stories beyond memories.
INSPIRATIONAL BRAND CATEGORY
Kingston Technology
Information about the Company
Kingston Technology (Kingston) was founded by John Tu and David Sun in California, U.S.A., in 1987. Today, Kingston has become the world’s No. 1 Memory & Solid-state Drive supplier with presences across five continents, covering 175 countries with products available in more than 225,000 locations worldwide.
With the philosophy of “Kingston Is With You”, Kingston is committed to enabling its customers to achieve more with diversified and high-quality products including memory modules, SSD, USB drives, memory cards, OEM, and embedded solutions. From big data to laptops and PCs, to IoT-based devices like smart and wearable technology, to design-in and contract manufacturing, Kingston helps deliver the solutions used to live, work, and play. Kingston believes that its solutions can go beyond memory and strives to see the bigger picture to meet the needs of customers and offer solutions that make a difference.
Brand Elements
To the general public, memory products that Kingston sells can be distant and too “techy”. However, memory and storage products not only exist in PCs, smart watches, robot vacuums, and drones, but it is also related to a concept people are widely familiar with, that is, the memories people hold on to and remember.
To bridge the gap in product understanding and be closer to its customers, Kingston uses a down-to-earth approach in its brand communication. Kingston integrates memory products with warm and unforgettable “memories” in people’s hearts. Emphasizing the products are beyond memory, Kingston positions itself as the “guardian of treasured memories” and its memory and storage products as the “carriers of memories”.
Kingston believes that building a connection with one’s customers has a significant impact on customers’ preference for the brand. By incorporating messages that customers can relate to, Kingston is able to present its product and brand image in a soft and amiable way.
Kingston Technology (Kingston) was founded by John Tu and David Sun in California, U.S.A., in 1987. Today, Kingston has become the world’s No. 1 Memory & Solid-state Drive supplier with presences across five continents, covering 175 countries with products available in more than 225,000 locations worldwide.
With the philosophy of “Kingston Is With You”, Kingston is committed to enabling its customers to achieve more with diversified and high-quality products including memory modules, SSD, USB drives, memory cards, OEM, and embedded solutions. From big data to laptops and PCs, to IoT-based devices like smart and wearable technology, to design-in and contract manufacturing, Kingston helps deliver the solutions used to live, work, and play. Kingston believes that its solutions can go beyond memory and strives to see the bigger picture to meet the needs of customers and offer solutions that make a difference.
Brand Elements
To the general public, memory products that Kingston sells can be distant and too “techy”. However, memory and storage products not only exist in PCs, smart watches, robot vacuums, and drones, but it is also related to a concept people are widely familiar with, that is, the memories people hold on to and remember.
To bridge the gap in product understanding and be closer to its customers, Kingston uses a down-to-earth approach in its brand communication. Kingston integrates memory products with warm and unforgettable “memories” in people’s hearts. Emphasizing the products are beyond memory, Kingston positions itself as the “guardian of treasured memories” and its memory and storage products as the “carriers of memories”.
Kingston believes that building a connection with one’s customers has a significant impact on customers’ preference for the brand. By incorporating messages that customers can relate to, Kingston is able to present its product and brand image in a soft and amiable way.
Memories Empower. Kingston is with You.
Inspiring Identity
Kingston’s branding journey in APAC evolves from its first microfilm, Mind the Gap, a story about an old lady who uses a USB drive to preserve her late husband’s voice. The touching story successfully received immense feedback from all over the world. Following its success, Kingston continued to utilize microfilms as a communication tool to tell good stories, which would later form the heart-warming Memory Trilogy.
Kingston believes successful communication strategies should progress over time. During the COVID-19 pandemic in 2020, Kingston drew focus to the strength in memory to empower people and encourage them to move forward bravely and create memorable moments in their lives. In 2021, Kingston used another microfilm “Memories Empower” to once again impress people with a story of a little girl who survived the pandemic, showing how powerful the strength in memories could be, enabling people to heal their wounds and move toward their dreams.
Kingston then collaborated with CSD, a leading face mask manufacturer, to host an unprecedented face mask design competition. The competition encouraged more than 39 million people to find hope and joy from the creative designs inspired by memories.
Kingston continues to go above and beyond, using art, film, sports, and other cross-industry collaborations to create a more intimate way of communication. Kingston strives to inspire people with its positive influence. In comparison with competitors’ price-cutting strategy, Kingston’s focus on building a unique brand identity leaves an even stronger impression on its customers.
Achievements & Impact
Backed by high quality, diversified products, and unique marketing strategies, Kingston received the most prestigious recognition from the market as the No.1 memory and SSD module supplier in the world by Trendforce and TrendFocus. Moreover, with the robust ecosystem that it built along with its partners and suppliers, Kingston gained nearly 3.5 times the business growth in the past 10 years, as well as a record high revenue and daily shipments reaching 2 million units per day. In addition, Kingston has won numerous awards in the APAC region for its memory and SSD products. Decided directly by consumers and media, the awards include the Best Internal Storage Maker from Australian PC Awards 2022, The Best Memory Module Brand from NCN’s Most Innovative Award 2021 (India), and The Best High-performance RAM from TTBC21 (Vietnam), etc.
Kingston’s innovative marketing campaigns have also been recognized by the international creative community, such as earning the 4A Creative Award and Golden Award of Montreux. These recognitions from media, consumers, and the advertising industry enhance Kingston’s unparalleled position in both “Market Share” for its products and “Mind Share” for its brand image.
Future Direction
Kingston believes that the preservation of a brand’s value and sound volume is neither a quick move nor a flash in the pan. Kingston gives full play to its initiatives through the creative marketing campaigns supported by partners and consumers and is able to build a more sustainable brand identity backed by this strong ecosystem. Driven by the spirit of “Kingston Is With You”, Kingston will keep pace with the ever-changing world and continue to explore more touch points from people’s lives, so as to inspire more stories beyond memories.
Kingston’s branding journey in APAC evolves from its first microfilm, Mind the Gap, a story about an old lady who uses a USB drive to preserve her late husband’s voice. The touching story successfully received immense feedback from all over the world. Following its success, Kingston continued to utilize microfilms as a communication tool to tell good stories, which would later form the heart-warming Memory Trilogy.
Kingston believes successful communication strategies should progress over time. During the COVID-19 pandemic in 2020, Kingston drew focus to the strength in memory to empower people and encourage them to move forward bravely and create memorable moments in their lives. In 2021, Kingston used another microfilm “Memories Empower” to once again impress people with a story of a little girl who survived the pandemic, showing how powerful the strength in memories could be, enabling people to heal their wounds and move toward their dreams.
Kingston then collaborated with CSD, a leading face mask manufacturer, to host an unprecedented face mask design competition. The competition encouraged more than 39 million people to find hope and joy from the creative designs inspired by memories.
Kingston continues to go above and beyond, using art, film, sports, and other cross-industry collaborations to create a more intimate way of communication. Kingston strives to inspire people with its positive influence. In comparison with competitors’ price-cutting strategy, Kingston’s focus on building a unique brand identity leaves an even stronger impression on its customers.
Achievements & Impact
Backed by high quality, diversified products, and unique marketing strategies, Kingston received the most prestigious recognition from the market as the No.1 memory and SSD module supplier in the world by Trendforce and TrendFocus. Moreover, with the robust ecosystem that it built along with its partners and suppliers, Kingston gained nearly 3.5 times the business growth in the past 10 years, as well as a record high revenue and daily shipments reaching 2 million units per day. In addition, Kingston has won numerous awards in the APAC region for its memory and SSD products. Decided directly by consumers and media, the awards include the Best Internal Storage Maker from Australian PC Awards 2022, The Best Memory Module Brand from NCN’s Most Innovative Award 2021 (India), and The Best High-performance RAM from TTBC21 (Vietnam), etc.
Kingston’s innovative marketing campaigns have also been recognized by the international creative community, such as earning the 4A Creative Award and Golden Award of Montreux. These recognitions from media, consumers, and the advertising industry enhance Kingston’s unparalleled position in both “Market Share” for its products and “Mind Share” for its brand image.
Future Direction
Kingston believes that the preservation of a brand’s value and sound volume is neither a quick move nor a flash in the pan. Kingston gives full play to its initiatives through the creative marketing campaigns supported by partners and consumers and is able to build a more sustainable brand identity backed by this strong ecosystem. Driven by the spirit of “Kingston Is With You”, Kingston will keep pace with the ever-changing world and continue to explore more touch points from people’s lives, so as to inspire more stories beyond memories.