Airtel - Something new this time... a new logo and lot more

Airtel’s Rebranding: Why is it Needed?

Airtel is planning for a rebranding exercise and will unveil its new logo next week. ET reports that the company has set massive promotional budget to the tune of Rs.300crore to establish the new brand. Airtel is already a strong brand in Indian market and has good connect with it’s target audience.But off late ,Airtel has been facing severe competition on home turf and the recently announced quarterly result shows the pressure on bottomline. Saturated Indian Telecom market and excessive competition forced company to look beyond Indian boundaries and now Airtel is an Indian MNC with it’s presence in 18 countries post Zain acquisition. African market is still having lot of opportunity to be tapped and Airtel acquired Zain’s African assets in $ 10.7 to quickly roll out services.




Why Rebranding ?:
Now Airtel is no more an Indian company serving domestic market only rather it’s an MNC serving to many markets. Now it has to appeal to all these markets and be meaningful to all of them. Apart from this the company has to convey the message to one and all that post acquisition of Zain, Airtel is going to be a much bigger,effective & efficient brand. If we recall the acquisition of Hutch by Vodafone case, Vodafone had rebranded Hutch . Hutch was already a strong brand but still Vodafone spent huge amount and changed it to Vodafone. Now Vodafone is more stronger .

Similarly ,Airtel has now have to appeal to several markets and at the same time has to convey the message that its an MNC brand with presence in many countries (This enhances the brand perception). So with all new logo and brand philosophy ,Airtel will try to imbibe the nuances of each market into one. In Indian market to target group will be reminded of Airtel brand’s enhanced stature and thus making it even more stronger.


ET reports that the new look of the brand is expected to have a swoosh locked with the word Airtel. The way Airtel is written may also change, it is not expected to have a capital ‘A’ under the new brand. The red colour, though, will still be dominant in the new brand.

Article Source ::: Teleguru.inhttp://teleguru.in/2010/11/airtels-rebranding-why-is-it-needed/