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
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.’