Celtel International, a leading mobile telephone service provider across Africa could be in a major re-branding strategy before the end of this year. The move could see the company drop the Celtel brand and adopt a completely new identity - Zain. The new name is used by celtel’s parent company MTC Group in other nations except the African market.
MTC group says the re-branding is meant to re-invent the regional brand into a global brand. Experts described the new logo as too dark and moody. The re-branding process has reportedly begun in Kuwait and is expected to spread to other MTC-branded operations in the Middle East then Africa.
Brandscape has more discussions on Celtel re-branding and other branding issues.
