So, T-Mobile and Orange have proposed a joint venture? Could this mean the appearance of a new brand in the next two years or will one of the companies come out victorious? Personally, I think the Orange name will stay and the T-Mobile client base will be absorbed to form a mobile provider with a 37% market share. This would put Orange as the largest provider in the UK, ahead of O2.
The issue of who's brand should remain when two large organisations merge can have a huge knock-on effect to the customer. Those with a loyalty to one brand may feel so disheartened by the loss of their beloved companies name that they leave all together. The management of the process and softening the blow can be crucial in ensuring that the joining of the companies keeps a significant enough proportion of the customer base to warrant the merge in the first place!
Fallon currently handle the advertising for Orange with Saatchi & Saatchi looking after T-Mobile so another battle will be on the cards for who takes over that account!