close

policy

We would like to invite you to continue a survey you have started. ...

Do you trust your insurer ?

Strongly agree
Agree
Disagree
Strongly disagree
Insurance provides peace of mind
Insurance is purchased only when compulsory
Terms and Conditions (small print) are clear and easily accessible
Insurance jargon (language) stands in the way of fully understanding each policy
Insurance companies try their best to uphold the details of the policy without cutting corners
Reducing risk, cutting costs and profits are more important to an insurance company than the customer
Insurance companies in the region are as professional as in other more developed markets
Gender
Age group
Do you feel your insurance provider works in your interest?
Have you had a rejected claim that you feel was not justified?
Do you trust your insurance provider?
Our Network

Register for our free newsletter

 
 
Latest News

Ooredoo: ringing the changes

OOREDOO-EVENT-3-Copy

Brand expert tells Kipp that Qtel's rebranding is a public expression of the company’s global footprint in a converging sector.

0

April 21, 2013 11:07 by



It’s been almost two months since that fateful day in Barcelona, when His Highness Sheikh Abdullah Bin Mohammed Bin Saud Al-Thani, chairman of Qatar Telecom (Qtel) announced to the Mobile World Congress that the company would be undergoing global rebranding.

It wasn’t about changing the name or the logo, but reviewing its entire identity as a global force. “From this moment on, we are Ooredoo,” said the visibly enthusiastic chairman. “Ooredoo means ‘I want’ in Arabic and it demonstrates our intimacy and engagement with our customers,” he added.

At the time of the announcement, reactions to the new quirky name were mostly that of amusement. As with any global corporate change, there were those that supported it and those that condemned it – but the majority appeared to be mildly amused.

“Can you imagine the reaction when the branding agency pitched ‘Orange’ to the Hutchinson Telecom board?” says Russell James, managing creative director at James Branding, whose agency has a growing portfolio, with the likes of Emirates Airlines and Aston Martin as clients. “I’m sure it must have been met with reservation, but just like Deutsche Telecom to T-Mobile or BT Cellnet to O2, Orange has gone onto become a power brand in Europe.”

Love it or hate it, it’s an interesting move, to say the least. To see a traditional word being used in a non-traditional way is definitely strange, but quite unique as well. Scott Feasey, Managing Director of Iris Middle East says while the name doesn’t strike him as particularly international, branding is often less about a name and more about what the brand says and does.



Pages: 1 2

0

Tags: , , , , ,

Leave a Comment