Hutchison Telecommunications is to rename itself and open new Orange-
branded shops in the run up to the March market flotation, which it
announced this week.
The move is a recognition that the brand name has now become more
powerful than the company behind it.
As exclusively reported by Marketing (November 23), the two-year-old
telecoms firm is renaming itself after the mobile phone brand. It has
created a holding company called Orange plc, and will use the name
Orange for its stock market flotation.
The Orange name may also be expanded to encompass parent company
Hutchison Whampoa in Hong Kong. The firm is in talks with Wolff Olins,
the UK design firm that created the Orange brand, but has not yet
decided whether to rebrand operations or use the Orange identity.
‘Hutchison is known in the UK and Europe but the Orange brand has proven
really powerful,’ said group managing director Hans Snook.
Snook said Orange would be opening two new shops branded as Orange,
rather than Hutchison. Its retail outlets currently carry a range of
products but the new shops will carry just Orange goods.
It has not yet been decided if the rebranding will stretch to renaming
operations such as its Hutchison Paging business.
‘Orange has terribly high awareness and quite positive perceptions. We
would be silly not to use it,’ commented Hutchison’s group director of
marketing Lisa Gernon.
The move is not expected to affect advertising. Orange will not be
carrying out a branding campaign before its float and has no plans to
change its distinctive Orange square logo.
Analysts welcomed the move. ‘Orange is one of the best brand
developments so far in the 90s,’ said Dewe Rogerson, telecoms analyst