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A new brand identity, for a new era

May 23rd, 2006 Zeid Nasser (Admin)

Etisalat was among the last ‘hold-outs’ in the UAE’s drive for an open, competitive market. But, that changed with the government recently opening up the telecom market for other operators.

Now, this huge and successful organization is re-thinking its competitive marketing strategy, starting with a new look for a new era.

According to Etisalat’s press release: “The new identity reflects Etisalat’s values of transparency, optimism, openness, simplicity and reliability.”

“The green colour in the logo signifies life, growth and renewal. Green is the national colour of the UAE, and Etisalat has a long and close association with its home nation- the UAE.”

The CEO of Etisalat spelled it out in the launch event of the new identity, by saying that the corporation is “undergoing a culture shift at every level.” He added that the aim is to establish Etisalat as a truly global telecom operator, a true ambassador of the UAE success story in the international market.”

So, how will the public respond to this brand ‘face-lift’? And to what extent will it help Etisalat break into international markets?

More here on Strategiy.com.

Entry Filed under: Brands, Corporate, UAE