Telenor’s Identity Crisis

Now Brand’s power has always been a derivative of from the goodwill and name recognition it has earned over time. It is established only after a company has outsmarted its rivals due to competitive rates and quality of service. It translates into higher sales volume and higher profit margins against rival products. I fail to understand as to why Telenor is still in search of brand equity even Six years after its emergence on Pakistani scene. Is the ship drowning? Why the company is so under-confident? Thematic campaigns are meant for initial years only and once a company ‘settles down’ it starts calling the shots merely on its name only. Its like a drowning government whose ministers yell at others and say,” hold your horses, we are not going anywhere” and one fine morning we find them behind the bars/It is ironical that Telenor still could not secure its brand and create direct link with its customers. Earlier the company came under fire for showing bravado of a Youngman who tries to make amorous advances to the girl of her choice. The company cut a sorry figure and had to stop running the ad.

Mehaak Bukhari
Marketing Executive
Blue Area, Islamabad

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