The Hindu Business Line : BSNL to revamp branding strategy

New Delhi, Sept. 27 After Vodafone Essar, it is now the turn of State-owned Bharat Sanchar Nigam Ltd to undertake a major revamp of its branding strategy.

The telecom major has decided to bring seven of its brands for various telecom services under a uniform identity.

The company at present uses different brands including CellOne for its mobile services, Bfone for fixed line telephone, DataOne for broadband and Tarang for CDMA-based WLL limited mobility phones.

All of this is now being put under BSNL corporate identity which means that its cellular services will be branded as BSNL Mobile, Bfone as BSNL Fixedline Telephone, and broadband service as BSNL Broadband.

The company is also changing the colour of its corporate signature from a blue to black.

The move is in line with the industry trend where large integrated operators are offering all of its services under a single brand.

For example, the largest private telecom player Bharti Group offers all its various services under the Airtel brand. Likewise, Tata Teleservices also offers its services under the Tata Indicom brand.

Senior BSNL official said that a single identity would make it easier for consumers to relate to the brand.

They said that while BSNL was a well known brand even in remotest of villages, its other brands such as Excel and DataOne were not as popular.

Uniform branding also makes it easier for BSNL brand managers to work on creating an identity in the minds of consumers, officials said. “With so many operators vying for a market share in this highly competitive sector, it is important that BSNL does not confuse its subscribers with a large number of brand names.

Uniform branding simplifies it and enables BSNL to stand out as well known brand across the country,” said a BSNL official. The new branding would come into effect from October 1.

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