Azerbaijani wireless operator Bakcell has rebranded its operations in order to keep up with its competitors. The cellco says the new brand places an emphasis on Azeri national pride, value for the customer and a progressive attitude. The nationwide exercise has been supported by a multimillion dollar marketing and advertising campaign, including a new website, television, radio, press, email and SMS advertising. In addition, more than 200 of the companies stores and service centres have undergone refurbishment. CEO of Bakcell, Ineke Botter, said: ‘Bakcell must be the brand that our customers see as offering the best value, for themselves and their families. We will achieve this through constant innovation, offering the best customer care and support, and by being the easiest to deal with, every time. For Bakcell to become the industry leader, we have focused on constant progression, while retaining the traditional values of family, community and country.’
The rebrand follows the launch of an EDGE upgrade and GSM network expansion by Nokia Siemens Networks (NSN) in April 2009 in order to strengthen Bakcell’s offerings, attract subscribers and increase its market share. The company now covers 88% of the Azerbaijan population and 80% of the country’s territory.