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Euroset mulls rebranding
RBC, 27.03.2008, Moscow 09:54:48.Euroset is working on changing its brand positioning, corporate style, and design, the RBC Daily newspaper wrote today. Market participants acknowledge the need to change the Euroset brand, but also foresee certain dangers in abandoning the customary image. According to their estimates, the new concept could cost the company between $150,000 and $1m, and the entire project could be worth up to $20m. Euroset's rebranding plans have been revealed by a informed telecommunications market source. According to unconfirmed data, the advertising agency Grey had been picked as the handset retailer's partner. The agency's General Director Alexei Kovylov commented that his company was "working quite seriously on one strategic matter with Euroset," but declined to reveal any further details. Euroset President Alexei Chuykin refused to comment, noting only that the company's brand, which had been developed a fairly long time ago, "is essentially in need of certain changes." Euroset's retail chain includes over 5,100 outlets located in Russia and the former USSR. Its sales stood at $5.61bn in 2007, rising 21.4 percent from a year earlier.
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