GO
Loading...

Enter multiple symbols separated by commas

AT&T Intensifies Rebranding Campaign Ahead of iPhone Start

Top U.S. phone company AT&T said it will step up its rebranding campaign at Cingular wireless stores, seeking to raise AT&T's profile ahead of the launch of Apple iPhone.

The company will replace the Cingular name with AT&T in the interiors of its 1,800 shops on Monday, ahead of the iPhone launch in late June.

AT&T acquired BellSouth last year, a move that consolidated its ownership of the two companies' wireless joint venture, Cingular, which is being rebranded as AT&T.

"The iPhone is one of the most anticipated handsets ever in the wireless industry, and we want to make sure that every drop of equity from the iPhone accrues to the AT&T brand," AT&T spokesman Michael Coe said.

"We want to be as far along as possible with our rebranding in advance of the launch of the iPhone."

AT&T, however, said it will keep the exterior signs of most of the stores unchanged for now, showing it would take time to dismantle the well-recognized wireless brand.

The rebranding is expected to take a year or so, although AT&T has not set a deadline. The company has said it will keep an eye on consumer surveys to assess the public's recognition of AT&T as a wireless provider.

"Our branding campaign is performing above projected levels, we are ahead of schedule, and customer response has been very positive," Chief Operating Officer Randall Stephenson said in a statement.

AT&T said it was launching a new advertising campaign with the tagline: "Your world is wireless. AT&T is wireless."

Contact U.S. News

  • CNBC NEWSLETTERS

    Get the best of CNBC in your inbox

    Please choose a subscription

    Please enter a valid email address
    To learn more about how we use your information,
    please read our Privacy Policy.

Don't Miss

U.S. Video

  • Hero miles for military members: Real estate magnate's plea

    Chairman of the Fisher House Foundation, Ken Fisher, discusses the Hero Miles program with CNBC's Dina Gusovsky. During Military Appreciation Month, Fisher is asking every traveler to donate 1,000 of their miles to replenish the Hero Miles programs that is in danger of running out.

  • Cramer shuts down this market's haters

    "Mad Money" host Jim Cramer on why this market can't stop, won't stop.

  • From the battlefield to the boardroom

    Your Grateful Nation is dedicated to helping Special Forces veterans enter the corporate world and Knot Standard provides complimentary suits to vets. Mad Money's Jim Cramer spoke with Rob Clapper, Your Grateful executive director; John Ballay, Knot Standard co-founder and president; Tej Gill, retired U.S. Navy Seal; and Darren McB, active duty U.S. Navy Seal.