Earlier this month, AT&T announced a new phase of the company's branding strategy. AT&T kicked off this phase by replacing the Cingular brand with AT&T on all in-store signage, store kiosks, and point-of-sale materials in approximately 1,800 company-owned wireless retail stores. In addition, key stores in major markets also unveiled new exterior signage displaying the new brand.
The decision to move to this phase of the branding campaign is based on research that indicates that consumer awareness of AT&T is high and ahead of expectations.
The store makeovers are also critical to prepare for the late-June launch of the Apple iPhone, for which AT&T will be the exclusive wireless provider in the United States. Many company-owned stores have also installed kiosks promoting the complete array of AT&T services—wireless, high-speed Internet, TV and home phone service—in the company's traditional service areas.
These broader service offerings are part of the company's ongoing efforts to integrate its wireline and wireless businesses and further strengthen its position as a complete provider of communications and entertainment services.
"Consolidating BellSouth and Cingular under the AT&T brand was based on extensive market research and is proving to be the right decision," said Randall Stephenson, AT&T's chief operating officer. "Our branding campaign is performing at and above projected levels and customer response has been very positive. We are excited to move into the next phase of transforming AT&T into the only communications provider our customers will ever want."
As part of its branding initiative, AT&T is also now beginning to replace Cingular with the AT&T brand in voice greetings, on new customer handsets and handset screen displays and on envelopes and statements. In addition, exteriors of most company-owned retail locations are expected to be branded as AT&T by September, with branding of agent-owned retail stores expected to be completed by January 2008. Many of the company's high-profile sponsorships such as "American Idol" and NASCAR will be transitioned soon as well.
"The newest phase of our branding campaign communicates that AT&T is a leader in wireless as well as in other communications and entertainment services," said Wendy Clark, senior vice president ??? AT&T Advertising. "Our goal is to let the public know that AT&T offers perhaps the best choices, values and convenience in the marketplace across our extensive portfolio for the communications services they want and need."
In addition to AT&T's wireless/wireline integration initiatives, the BellSouth brand transition campaign has also been very successful. According to weekly research numbers, unaided advertising awareness of AT&T in the former BellSouth region has increased sevenfold.
For more information, check out the AT&T press release.
