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.’


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers