Brands & Branding and Private Labels Case Study

France Telecom's 'Orange': Renaissance of a Brand and Rebranding Strategies

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Abstract:
Orange, the global telecom brand, who pioneered innovative practices like talk plans, per second billing and caller identification in the mobile communications market, was acquired by France Telecom in 2005. By extending its brand name to various services of France Telecom in early 2005, Orange has been re-branding the global mobile operations of its parent company. France Telecom views this re-branding as the crux of its NeXT (New Experience in Telecom) strategy, through which it aims to launch a single web portal that would offer its customers unified access to all its services.

Pedagogical Objectives:

To discuss the strategies adopted by France Telecom to reshape its global brand image.

Keywords : Global telecommunication industry, Global telecommunication brands, Converging communication technology, Global mobile communication market, Mobile communication brands, Competitive advantage of Orange, Competitors of Orange, Brands & Branding Case Study, Commoditisation of the mobile market, Personal communication network, Caller identification, Per second billing, Itemised billing, Digital mobile technology, Vodafone, NeXT (New Experience in Telecom) strategy