Everything Everywhere not killing Orange brand yet

17 Jan 2012
Orange

Reports suggesting mobile giant is killing off Orange are premature, company says

Everything Everywhere has thrown cold water on reports it is killing off the Orange brand, but refused to say exactly what it does plan.

Everything Everywhere is the result of a merger between mobile giants T-Mobile and Orange. There's been speculation around changes to the name since the 2009 tie-up, but at the moment T-Mobile and Orange continue to operate as separate brands, while Everything Everywhere is the official corporate title.

However, a report in the The Times suggests the firm has decided to ditch both the T-Mobile and Orange brands in favour of a new name.

The newspaper cited a prospectus for a bond issue, which detailed possible changes to the firm's branding. "The development of an additional or new brand by the group is an option under consideration, which may be complementary to or in substitution of one or both of the existing brands of T-Mobile and Orange," the document reads.

A spokesperson for Everything Everywhere said the prospectus merely listed possibilities for the firm, saying it actually decided last October what branding changes it will make - but isn't sharing those plans yet.

The Times report said it "understood" that the branding review had concluded the company would move to a new name.

"On 26 October 2011, we announced that we had completed the brand review as planned and have agreed with our shareholders the way forward for our brand strategy," a spokesperson for Everything Everywhere said.

"Given its commercial sensitivity, further details will not be discussed," the spokesperson said. "At this time, we are maintaining momentum by continuing to focus on both the Orange and T-Mobile brands."

The company wouldn't say when it would announce what it had decided to do about its branding situation.

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