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NewAlliance: Global Connections for Easy Mobile Service Abroad

NewAlliance provides a seamless and straightforward mobile service for international travelers, allowing them to stay connected with what matters most to them, wherever they are. With a strong alliance network, NewAlliance offers value, convenience, and quality solutions for customers.

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NewAlliance: Global Connections for Easy Mobile Service Abroad

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  1. Brand Strategy 28th May 2003 Project Ring: Brand status 28 May 2003

  2. The Ring Alliance Brand Strategy Project Ring: Brand status 28 May 2003

  3. Who is the customer? International leisure traveler International business traveler Decision makers in corporation Domestic Customers Which are the benefits? Value Convenience Value and quality solutions Prestige and size Customer profile Project Ring: Brand status 28 May 2003

  4. For... (target profile) New Alliance is...(provider profile) That... (purpose) Because... (reason why) So that... (emotional benefit) People who want easy access to their mobile services whenever they are abroad, to be in touch with what matters most to them A globally connected alliance of quality network operators Offers customers the global connections they demand through a service that is straightforward and easy New Alliance provides a common service, with seamless products, pricing and service care amongst the alliance networks They feel at ease throughout the world NewAlliance: Proposition Project Ring: Brand status 28 May 2003

  5. NewAlliance: Positioning statement When travelling abroad, I require easy access communication with everyone and everything that matters to me. Through the global connections of NewAlliance, I know that my network will provide me with a straightforward and easy mobile service abroad, so that I feel the same degree of trust and confidence I do at home. New Alliance: Feel at ease throughout the world. Project Ring: Brand status 28 May 2003

  6. Naming territories Project Ring: Brand status 28 May 2003

  7. Conceptual territories for naming: The names express relevance within a range of territories..... A UnitedInternational/ GlobalConnected B UnderstandingCaringEmpathetic Globelink Unio Ring Circle Ion M-Unity Oyster Project Ring: Brand status 28 May 2003

  8. Selected names Project Ring: Brand status 28 May 2003

  9. Unity Name 1: Unity Name has some potential as it is strong at conveying concept of alliance. However, it is less successful at conveying global connection and it has variable appeal. NB: ‘M-Unity’ was originally tested, but subsequently refined to ‘Unity’ due to mis-understanding of ‘M’ Project Ring: Brand status 28 May 2003

  10. GlobeLink Name 2: GlobeLink Name has some potential as it successfully communicates ‘global’ aspect, but is less strong in communicating the idea of an alliance. Overall, consumers felt this was the most relevant and had rational appeal. Project Ring: Brand status 28 May 2003

  11. Brand identity routes Project Ring: Brand status 28 May 2003

  12. Project Ring: Brand status 28 May 2003

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  26. Principles of alliance visibility • The Alliance brand will always be together with the Mother Brand(s) Project Ring: Brand status 28 May 2003

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