THE EVOLVING TELCO

CATEGORY: Brand Strategy & Identity   |   




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CONTEXT
Axiata is one of the largest telecommunication companies in Asia. The Group employs over 25,000 people in the region and has controlling interests over telco operators in Malaysia (Celcom), Indonesia (XL), Sri Lanka (Dialog), Bangladesh (Robi) and Cambodia (Hello), and has significant strategic stakes in India, Singapore and Iran. The Group provides coverage that spans 1.6 billion people across 10 countries in Asia.
CHALLENGE
Over the last decade, Axiata has evolved from a silent parent brand to a more active one that made its own presence felt. Thus the brand strategy and brand architecture need to be defined at this critical juncture. This urgency is exacerbated as Axiata started to roll out regional-wide initiatives and sponsorships that are making inroads in the markets of individual operating companies (Opcos). At the same time, most consumers did not see any association between their local mobile operator with Axiata and its programmes.
SOLUTION
We strengthened the alignment between Axiata, its Opcos and their consumers by addressing the structural integrity and balance of the group brand architecture. Axiata is now able to empower the Opcos to associate with the Group in a more apparent manner using a “brand endorsement” approach, while retaining the autonomy of Opco brands as much as possible. This enables the Opcos to get optimum value out of their relationship with Axiata, including benefitting from group branding and sponsorships. We also worked with Axiata to crystalise the parameters and attributes of its master brand, empowering total clarity going forward.

 

QUICK LINKS:

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