Telekom Austria Group (TAG) is rebranding all of its opcos as A1, as it looks to capitalise on the trading name’s success in its home market.

The A1 brand has been established in Austria since 2010 and Slovenia since April this year, as well as being the name chosen for TAG’s new enterprise business unit A1 digital.

It will be rolled out across TAG’s six other countries in a gradual manner “depending on local circumstances”, the operator said, replacing Mobiltel, Vipnet, velcom, Vip mobile, one.Vip and Telecom Liechtenstein in Bulgaria, Croatia, Belarus, Serbia, Macedonia and Liechtenstein respectively.

TAG said it will write down the value of its local brands, currently worth a total of €350 million, until they were phased out.

The write-down will impact its results in over the next three financial years, with the majority of the impact to take place in Q4 2017 and in Q1 2018.

The decision follows market analysis TAG commissioned, which determined that A1 could be a “powerful international brand” across traditional telecoms services and new OTT services.

According to the Brand Finance 2017 list of the world’s most valuable telecoms brands, A1 finished in 96th place globally, and 31st in Europe.

Its brand value rose three percent versus 2016 to $936 million.

Alejandro Plater, CEO and COO of TAG, said: “By our customers A1 is perceived as particularly responsible, reliable and forward-looking.

“A1 aspires to deliver a total customer experience by connecting people, places and things with solutions that enrich the experience of work, life and play in the Digital Age.  

“The brand system of A1 is flexible enough for being universally applicable while at the same time enabling international consistency as well as satisfying individual and local needs.”

“In the fragmented European telecommunications markets, the Telekom Austria Group aims at fostering its perception as a powerful international company by means of a unified brand.”

This year has also seen Portugal Telecom and SFR owner Altice announce it will roll out the parent group’s name to all of its markets in a similar effort to build an international brand.

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