Branding & Rebranding - The Revival of AT&T Wireless
May 15, 2007 – 9:50 amAT&T has been one of America’s oldest brand names, not only in the field of telecommunications, having been in existence for more than a hundred years and employed over a million people at its peak. AT&T like all conglomerates have branched off into many aspects of telecommunications, including AT&T Wireless which was dropped upon its merger with Cingular, and co-owned alongside Bellsouth.
I personally think that AT&T, a time-honored brand name like Rolex and Rolls Royce appeal more to a senior set of consumers but Cingular, perhaps of the ring to its brand name, has a very young and refreshing image. Even the logo is youthful. I feel that Cingular is more effective in its appeal to the youths of America compared to AT&T and these are the people who are spending big money on their cell phones and wireless plans. However, this may take a swing in favor of AT&T once the Apple iPhone is released to the market since it is a highly anticipated product. I think AT&T Cingular could not have chosen a better time than to coincide with the release of the iPhone for a rebranding exercise.
It is difficult to say if AT&T is doing the right thing to rebrand Cingular or if they should have continued with using the brand name Cingular despite its merger with Bellsouth and a 100% ownership of Cingular, but it is only natural for a company to lay its claim on its property, hence this rebranding.
In any case, should subscribers of Cingular be affected in anyway, it will only be for the better. After all, AT&T is not the leader in telecommunications for nothing. Existing and future customers can only look forward to a whole range of new AT&T cell phones and enhanced menu of wireless options and choices.
While older customers know that AT&T is one of the most reliable brand names around, the younger customers will think of AT&T as an entirely new brand. In both cases, I believe they will have many exciting things ahead for them.
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