A1 Telekom Austria moves forward with international rebrand

A1 Telekom Austria Group’s operating company in the Belarusian market has begun a two-phase rebranding of the local brand Velcom.

Initially, the dual brand velcom | A1 will be used, transitioning later this year into the single brand A1. On April 3, the group’s operating company in North Macedonia announced that its local brand Vip is going to be replaced by A1 in the course of 2019.

Alejandro Plater

In 2017 A1 Telekom Austria Group announced plans to gradually expand the A1 brand to its entire operating business. It rebranded its Bulgarian and Croatian subsidiaries to A1 and a completed a brand refresh in Austria lst year. The A1 brand was previously already implemented in the Slovenian market and at A1 Digital as well as in the international corporate brand A1 Telekom Austria Group.

A1 Telekom Austria Group CEO Thomas Arnoldner said: “With these steps, we are utilizing our strong brand A1 in further operations of our international footprint, and our A1 ‘brand family’ continues to grow in 2019. We are actively pursuing our group-wide single-brand strategy. This is an investment in the future of our operations. It is leveraging our perception as a powerful international company and has the potential to support efficiency and growth targets. We are convinced that a strong and concerted brand identity, a distinct value proposition, consistency and credibility support the repositioning of the companies in their respective markets.”

Alejandro Plater, COO of the A1 Telekom Austria Group, said: “The initial idea of one brand started a couple of years ago with the question of how our different subsidiaries with their own culture and history can work together better as one team. I strongly believe that through this journey to have one unified brand, we will achieve more and become stronger together. I’m proud that in Belarus and North Macedonia we will also soon appear as A1 on the market. With a view to both companies, we expect the energetic and proven A1 brand to foster their new market positioning. A1 aspires to deliver a total customer experience by connecting people, places and things with solutions that enrich the experience of work, life and play in the Digital Age.”

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