Cingular Reverting To AT&T Brand (Corrected)
Brand Recognition/Eqity
You gotta remember that in the US & worldwide, ATT has huge recognition. Historically, for 100 years, T has been associated w/positive growth.
Over the last dozen years or so, those of us in the industry have recognized that they made many misguided decisions and mismanaged much of their wireline & wireless business operations.
However, much of the $16B SBC paid was for the value of the brand. So, it's not surprising that SBC would change their corp identity to ATT.
To extend a single brand across all of their operating divisions is smart brand management. In the case their wireless operation, it gets a bit weird: 1) they don't own that division 100% outright. 2) the brand was already in use, dropped, and now revived, in the wirel...
(continues)
Over the last dozen years or so, those of us in the industry have recognized that they made many misguided decisions and mismanaged much of their wireline & wireless business operations.
However, much of the $16B SBC paid was for the value of the brand. So, it's not surprising that SBC would change their corp identity to ATT.
To extend a single brand across all of their operating divisions is smart brand management. In the case their wireless operation, it gets a bit weird: 1) they don't own that division 100% outright. 2) the brand was already in use, dropped, and now revived, in the wirel...
(continues)
...
This forum is closed.
