AT&T, the nation’s largest cellphone firm, is stepping up its rebranding marketing campaign aimed toward consolidating its wi-fi companies right into a single unified identify.
The corporate will shed the Cingular identify and substitute it with AT&T at 1,800 retailers all through the nation this week. The transfer to rename Cingular Wi-fi shops comes as AT&T tries to beef up its profile forward of the extremely anticipated launch of Apple’s iPhone.
“Our branding marketing campaign is acting at and above projected ranges, and buyer response has been very optimistic,” Randall Stephenson, AT&T’s chief working officer, mentioned.
The shop makeovers are vital to arrange for the late-June launch of the iPhone, for which AT&T would be the unique wi-fi supplier in america, in line with the corporate.
Axing the Jack
The San Antonio-based cellphone large is accelerating its rebranding efforts of one of many best-known manufacturers out there, and can make the orange “Jack” emblem and Cingular identify disappear from new gadgets being bought.
The choice to maneuver to this section of the branding marketing campaign is predicated on analysis that signifies that client consciousness of AT&T — one of many best-known, most sturdy and iconic manufacturers on this planet — is excessive and forward of expectations, the corporate mentioned.
The method started late final 12 months when AT&T acquired the remaining 40 % of Cingular it didn’t already personal by means of its acquisition of BellSouth.
Though the Cingular emblem and model have been round for under about six years, the model had turn into extremely profitable, with the wi-fi unit rising into the nations largest with 62 million telephones.
AT&T executives are hoping a single model identify will assist persuade prospects that the corporate is a one-stop store for all types of communications and leisure companies, together with long-distance and native cellphone service, tv, wi-fi and high-speed Web, mentioned Mukul Krishna, international supervisor of digital media observe at .
“They should prepare for his or her quadruple-play technique,” Krishna informed TechNewsWorld. “And having numerous model names are troublesome whenever you need to present a number of companies from a single supply.”
The corporate wouldn’t say how a lot the rebranding marketing campaign would value; nonetheless, over the previous few years, to advertise AT&T as the brand new identify of SBC Communications, the corporate spent an estimated US$1 billion.