Chinese telecom operator China Mobile is trying to generate buzz around its new business brand "And" that launches on December 17, 2013.
The new brand is reportedly formed by a green English word "And", an exclamation mark, and a pink Chinese character "He" 9which means "and' in Mandarin), which aims to create an image of youth and vitality. The change of brand has been confirmed by an insider from China Mobile.
The new "And" brand covers China Mobile's 2G, 3G, and 4G services. After the official launch of this brand, China Mobile's former major brands, including GoTone, M-zone, and Easyown, will all gradually merge into "And". In addition, as the 4G licenses will be soon issued, China Mobile's 3G brand "G3" will stop using that brand as well.
In September 2013, China Mobile made an adjustment to its company brand, shortening its Chinese name from China Mobile Communication to simply China Mobile and changing its English name from the all capitalized "CHINA MOBILE" to "China Mobile". These huge branding changes probably generated a pretty penny for an advertising branding company.
An insider from the company said with the development of the mobile Internet, China Mobile's positioning will not only be providing communication services. The two brand changes aim to create a young and lively image, making the company closer to users.