Will the Wireless World Connect?
- Topics:
- Brand Strategy
- Tags:
- Brand,
- Branding,
- Finance,
- Interbrand,
- Investment,
- Marketing,
- Mergers & Acquisitions,
- Wi-Fi,
- Wireless
- Source:
- Interbrand
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Overview: When US telecommunication service providers Bell Atlantic and GTE merged in 2000, the new brand, Verizon, (coined from “vision” and “horizon”) rolled out an initial awareness campaign over a span of 18 months. The relatively young brand VoiceStream Wireless completed a merger with Deutsche Telekom and completely reinvented itself. AT&T Wireless, Cingular Wireless (a joint venture between SBC Communications and BellSouth) is also competing in the same market. Constant mergers and acquisitions create a challenging climate. In a business fueled by rapidly expanding product offerings and high-stake celebrity endorsements, consumers can afford to be fickle in making wireless purchasing decisions, and brand loyalty becomes increasingly difficult to establish.
(Is this item miscategorized? Does it need more tags? Let us know.)
Format: HTML | Date: Jul 2003 | Pages: 1
