THIS WEEK: Hutchison may turn to Orange

Hutchison Telecom, owner of the Orange brand, is considering rebranding other parts of its business from Hutchison to Orange.

Hutchison Telecom, owner of the Orange brand, is considering rebranding

other parts of its business from Hutchison to Orange.

The telecoms firm, which is a subsidiary of the Hong Kong conglomerate

Hutchison Whampoa, is holding internal discussions over rebranding its

retail shops and paging business as Orange instead of Hutchison.

Both the paging and the retail businesses sell services other than

Orange. However, insiders say the move is seen as a way of boosting

business and marketing because the brand name Orange is better

recognised in the UK than the company behind it.

Hutchison’s group director of marketing Lisa Gernon admitted there had

been talks on the subject. She said: ‘We have made no decision about

rebranding. It is something that is being discussed among other things.’

However, several sources close to the firm said the rebranding was well

advanced, and that Orange was already talking to third parties,

including design firms, and retail outlets about the move.

There is further speculation, denied by Orange, that the discussions are

a precursor to a name change for the entire firm from Hutchison Telecom

to Orange.

Hutchison Telecom is considering a stock-market flotation next year, and

there is speculation that the firm plans to float under the name Orange.

Chris Moss, the man who created the Orange brand said: ‘The Orange brand

from the moment of conception had the strength to carry the company.’


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