Buying, selling and killing of brands are common in telecom. Hutchison sold Orange and it doesn't exist in HK anymore; it is replaced by 3. PCCW sold CSL (1010 and One2Free) and bought back Sunday. Sunday has now been killed and replaced by PCCW mobile. Past investments in brand building have all gone down the drain. It's sad as it's not easy to build a brand. But people, Mr Li's in particular, just treat brands as commodities : buy low and sell high for some good profits. Don't like the name ? No problem, we can always kill it and come up with another one. When will people really treat brands as brands that take vision, commitment and nurturing to build ?
Buying, selling and killing of brands are common in telecom. Hutchison sold Orange and it doesn't exist in HK anymore; it is replaced by 3. PCCW sold CSL (1010 and One2Free) and bought back Sunday. Sunday has now been killed and replaced by PCCW mobile. Past investments in brand building have all gone down the drain. It's sad as it's not easy to build a brand. But people, Mr Li's in particular, just treat brands as commodities : buy low and sell high for some good profits. Don't like the name ? No problem, we can always kill it and come up with another one. When will people really treat brands as brands that take vision, commitment and nurturing to build ?
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