Promoting the Perceptional Image for Umniah Mobile Company
Promoting the perceptional image for Umniah mobile company by Ameer Omari
Note: The following is a brief rebranding perspective to alter and promote Umniah’s Brand identity and brand repositioning.
Understanding Brand Positions
About competitors
The best approach to start resetting brand values to any certain organization is to understand the brand values of competitors (in this case Zain and Orange).And straight away, Zain is the most valuable brand among the three companies in the Jordanian market. We can refer this success to the broad channels that Zain engages its clients in, that delivers an effective customer experience and respectively generates brand loyalty. I will use Zain later in few comparisons with Umniah to outline or clarify certain issues in this brief rebranding proposal, and exclude Orange from it, for one reason, is that I don’t want to compare such brand that cannot rectify itself from the drawbacks of associating its brand with governmental backgrounds.
About Umniah
Since its launch, Umniah faced major problems in terms of technicality and quality of service. This generated another major problem that is, “The perceptional image for serving a cheap kind of service, and targeting the “lowest paid” segment.”Umniah remained on this position for 7 years and still on it now days, regardless of its attempts to promote the brand by associating it with other added valued brands, such as Play99.6, sponsoring Cirque du Soleil and Zaid Dirani, apparently to target a higher segment to earn more postpaid subscribers that earn the company a much profitable status. Yet, aligned with what’s mentioned above are minor issues that can’t be discarded, in terms of graphic branding, that needs to be more visual and more affluent.
The below figure can sum up the majors and minors that needs to be altered by Umniah.
GSM frequent drop in connection
Majors
Perceptional Image for serving cheap kind of service
Logo
Minors
Color Naming
Note: The following is a brief rebranding perspective to alter and promote Umniah’s Brand identity and brand repositioning.
Understanding Brand Positions
About competitors
The best approach to start resetting brand values to any certain organization is to understand the brand values of competitors (in this case Zain and Orange).And straight away, Zain is the most valuable brand among the three companies in the Jordanian market. We can refer this success to the broad channels that Zain engages its clients in, that delivers an effective customer experience and respectively generates brand loyalty. I will use Zain later in few comparisons with Umniah to outline or clarify certain issues in this brief rebranding proposal, and exclude Orange from it, for one reason, is that I don’t want to compare such brand that cannot rectify itself from the drawbacks of associating its brand with governmental backgrounds.
About Umniah
Since its launch, Umniah faced major problems in terms of technicality and quality of service. This generated another major problem that is, “The perceptional image for serving a cheap kind of service, and targeting the “lowest paid” segment.”Umniah remained on this position for 7 years and still on it now days, regardless of its attempts to promote the brand by associating it with other added valued brands, such as Play99.6, sponsoring Cirque du Soleil and Zaid Dirani, apparently to target a higher segment to earn more postpaid subscribers that earn the company a much profitable status. Yet, aligned with what’s mentioned above are minor issues that can’t be discarded, in terms of graphic branding, that needs to be more visual and more affluent.
The below figure can sum up the majors and minors that needs to be altered by Umniah.
GSM frequent drop in connection
Majors
Perceptional Image for serving cheap kind of service
Logo
Minors
Color Naming