New logo as Ausiris takes on increased competition

The company is confident its offerings will meet customer demand and that it is well prepared for the upcoming liberalisation of brokerage services and financial markets.
Explaining the company’s logo change, chief executive officer Boonlert Siripatvanich said the past six or seven years had seen continuous growth in the country’s gold-
 investment market. An increasing number of Thais are investing in gold, leading to intense competition among gold-investment service providers, especially in terms of developing new products and services.
“Ausiris therefore needs to create a new brand image in the mind of investors. We want to project a clear, unique, and fresh brand image, especially among young investors, who like simplicity and friendliness.
“We have thus introduced a new brand logo under the concept ‘Ausiris … The Real Meaning of Gold Investments Leadership’. Our new message is that we are a leading provider of gold-investment services that helps our customers grow their wealth. As an experienced and professional consultant, we are committed to providing services that are well suited to changes in the future investment market, which will involve broker services liberalisation and financial liberalisation,” Boonlert said.
The company’s new logo features the letter “A”, which is the company’s symbol and the first letter of the alphabet, and the numeral “1”. These embody Ausiris’ leadership status, Boonlert said. The bold line perpendicular to the base signifies the company’s stability, while the curved line represents endless fast-forward movement and symbolises enthusiasm, agility and power.
The sharp top edge of the letter highlights the logo’s attractiveness and refers to wisdom and intelligence – the two attributes that epitomise the company’s status as the leading provider of gold-investment services, the CEO said.
“Ausiris is the pioneer in gold-bar investment services in Thailand. We offer investment consultancy based on a modern management perspective. The services have added a new dimension to the Thai gold-investment market. We are also the first company to introduce gold savings programmes in the country.
“With these achievements, we have demonstrated our leadership in product innovation and are able to provide a range of services to meet investors’ varied demands. For example, we plan to develop and offer online gold trading. Ausiris will use technology to create innovations to serve our customers,” he said.
Boonlert said the gold-investment market in Thailand had shown continuous growth, despite constant price fluctuations. Ausiris Group has set a growth target of 100 per cent in value terms for its gold-bar trading transactions this year, from about Bt100 billion in 2011. This target, representing a fourfold increase from the value in 2010, is based on an increase in interest in gold investment, an anticipated rise in the trading volume of existing customers, and the expected transaction volume of new customers.
Meanwhile, Ausiris Futures forecasts that the volume of its gold futures transactions will increase by 20 per cent and gold exchange-traded funds (ETF) by 25 per cent. At present, the company has five selling agents in Bangkok, Chiang Mai, Songkhla’s Hat Yai, Chon Buri’s Sattahip, and Lop Buri, and plans to add five more by the end of the year. It is particularly interested in having agents in major provinces.
Tanasin Gleeblumjeak, managing director of Ausiris Futures, said that with regard to the gold market, there were several underlying issues that needed to be monitored closely as they could lead to price fluctuations this year. These are the uncertainty of the US economy, the debt problem in developed economies, especially Europe, and global power shifts.
Movements in the gold price will depend on market conditions, interest rates and economic trends, Tanasin said, adding that if these factors are favourable, the gold price might reach its previous peak of US$1,920 an ounce.