Rebranding
Latest brand review on airtel Rebranding case
I’m writing this article in memory of my favourite airtel brand logo and alluring jingle tune. If I could write a post it would be a kind of “RIP” word feeling for my beloved old brand.
“Our new brand identity along with the new vision will help us to serve our customer in the best possible manner, living our brand values of being alive, inclusive and respectful.” Sanjay Kapoor CEO (India and south Asia)
Airtel Africa crossed over 50 mln customers across 16 countries.(Year ended Nov 2011) .Revenue of the company INR 59,467 crore (2011).Bharti airtel is the 5th largest telecom operator with over 230.8 mn subscribers across 19 countries as of June 2011.It is the largest cellular service provider in India with a subscriber base of 174.69 mln(End of Nov 2011).
On 18 Nov 2010, airtel rebranded itself in India in the 1st phase of a global rebranding strategy. The company unveiled a new logo written in lower case. On 23 Nov 2010, AirtelAfrica’s operation we rebranded to “Airtel”, Sri Lanka followed on 28 Nov 2010 and on 20 Dec 2010, “Warid telecom” rebranded to “Airtel” in Bangladesh
| source: Bharti airtel annual report |
This is probably the 2nd largest investment on rebranding exercise after Reliance infocom. Bharti Airtel spent around INR 3 bn (USD 67 mn) on rebranding of its operation in Indian market and foreign market. While extending its business to African territory (15 African units), It has adopted Kuwait-based “Zain group” an enterprise value of $10.7 bn in June 2010. The acquisition added 40 mn mobile phone users from African territory to airtel subscriber base over 130 mln. It was the cover story.
What actually we are talking about is
How should we measure the success rate in Brand Management? Market analysts like
I’m writing this article in memory of my favourite airtel brand logo and alluring jingle tune. If I could write a post it would be a kind of “RIP” word feeling for my beloved old brand.
“Our new brand identity along with the new vision will help us to serve our customer in the best possible manner, living our brand values of being alive, inclusive and respectful.” Sanjay Kapoor CEO (India and south Asia)
Airtel Africa crossed over 50 mln customers across 16 countries.(Year ended Nov 2011) .Revenue of the company INR 59,467 crore (2011).Bharti airtel is the 5th largest telecom operator with over 230.8 mn subscribers across 19 countries as of June 2011.It is the largest cellular service provider in India with a subscriber base of 174.69 mln(End of Nov 2011).
On 18 Nov 2010, airtel rebranded itself in India in the 1st phase of a global rebranding strategy. The company unveiled a new logo written in lower case. On 23 Nov 2010, AirtelAfrica’s operation we rebranded to “Airtel”, Sri Lanka followed on 28 Nov 2010 and on 20 Dec 2010, “Warid telecom” rebranded to “Airtel” in Bangladesh
| source: Bharti airtel annual report |
This is probably the 2nd largest investment on rebranding exercise after Reliance infocom. Bharti Airtel spent around INR 3 bn (USD 67 mn) on rebranding of its operation in Indian market and foreign market. While extending its business to African territory (15 African units), It has adopted Kuwait-based “Zain group” an enterprise value of $10.7 bn in June 2010. The acquisition added 40 mn mobile phone users from African territory to airtel subscriber base over 130 mln. It was the cover story.
What actually we are talking about is
How should we measure the success rate in Brand Management? Market analysts like