What was the rationale behind the re-branding from Celtel to Zain?
This rebrand was part of a process that started when the MTC Group bought Celtel in 2005. A strong, distinctive brand name is a prerequisite for any company with global aspirations. Zain is the new brand name for MTC, the leading mobile telecommunications provider in the Middle East and Africa. With one name, ‘Zain’, the brand will be easily noticed or identified anywhere in the world. Zain is taking an African success story to the world and establishing a global brand, which will drive efficiencies across our markets, create greater brand equity and improve returns for our employees and our shareholders. Today, all the 22 operations of the group across Africa and the Middle East operate under the same brand which works better in terms of uniformity and identity. Kenya’s President Mwai Kibaki (third right) arrives for the official launch of Zain in Africa in Nairobi on August 1. What are your expectations from the new brand? And how relevant is the rebrand for the customers? With the r
