Romtelecom - Dolce brand creation

Romtelecom, Romania's fixed line telecom operator, was suffering from high numbers of subscribers leaving its services.

Romtelecom – Dolce brand creation

Corporate/brand identity Design and implementation costs over £100,000Siegel+Gale Ltd.

EXECUTIVE SUMMARY

Romtelecom, Romania's fixed line telecom operator, was suffering from high numbers of subscribers leaving its services. It also had a poor public image, the legacy of its past as the former state-owned telecoms organisation. Compared with vibrant international brands such as Orange and Vodafone, Romtelecom came across as distinctly lacklustre.

So in 2006 the company decided to launch a Satellite TV service to limit customer churn and refresh its image.

However, the subscription TV market in Romania was already crowded. Two cable...

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