Branding Image

Qtel goes global with new Ooredoo brand

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“I want!”

“I want!” is the English equivalent of Qtel Group’s new brand name. What is one of the world’s fastest-growing telecommunications companies will from now on be known as Ooredoo, meaning “I want” in Arabic.

In my opinion it was really just a matter of time before this re-branding occurred. Qtel Group hails from Qatar and has a controlling interest in brands such as Qtel in Qatar, Indosat in Indonesia, Wataniya in Kuwait, Nawras in Oman, Tunisiana in Tunisia, and Nedjma in Algeria.

To leverage the power of its reach Qtel had to somehow pull all these brands together with a single new brand that clearly shows the strength of the company through visibility across the Middle East, North Africa and South-East Asia. Each of the Operating companies will shift over to the new Ooredoo brand by the end of 2014.

To stay competitive the company certainly needs a single, recognizable, global brand. A name such as Ooredoo will help them to get there. While it remains true to the company’s Arabic roots, it is still easily pronounced by a multitude of nationalities. It is also memorable.

What I’m not so sure about is the colour and design of the identity. Red is a very ubiquitous colour in the communication industry – most notably Vodafone. Another reference is the Neqaty rewards programme by powerful telco Mobily which already owns an almost exact “bubble” design.

One thing is clear though. Ooredoo has big plans. They’ve announced that legendary Barcelona football player Lionel Messi is their new global brand ambassador.

It will be interesting to see how Ooredoo differentiates itself clearly over the next two years to become a brand that every customer wants, as the new brand name suggests.