UTStarcom Launches Worldwide Corporate Brand Initiative
New Brand to Emphasize Corporate Innovation, Flexibility and Reliability
UTStarcom, Inc., a global leader in IP-based, end-to-end networking solutions and services, today announced a new corporate brand initiative that highlights the company's core values of innovation, flexibility, and reliability. Through the initiative, the company seeks to build awareness of its comprehensive product line and its ability to provide customers worldwide with complete, end-to-end solutions. The company plans to launch the new brand and company logo at the PT/Wireless & Networks Comm China show in Beijing from October 18-22, 2005.
“Over the last 10 years, UTStarcom has had tremendous success in Asia developing highly innovative telecommunications and networking solutions. However, the company's brand value on a worldwide basis was not very strong,” said Hong Lu, president and chief executive officer at UTStarcom. “With our customer base expanding and our product portfolio increasingly becoming more consumer-oriented through the development of our mobile handset, smartphone and IPTV businesses, the need for a strong brand that is recognized globally and effectively communicates our core corporate philosophy will become paramount. I believe strongly that the new global brand will generate greater awareness of UTStarcom as an innovator of reliable, leading-edge communications technologies and help ensure that our current and prospective business partners worldwide understand the breadth and depth of our telecommunications solutions capabilities.”
“The telecom industry is a highly competitive marketplace filled with strong brand names associated with both our equipment vendor competitors as well as our carrier customers worldwide,” said Brian Caskey, vice president of worldwide marketing at UTStarcom. “Improving UTStarcom's global brand awareness will increase not only our recognition with consumers, but also our reputation as a reliable provider of practical, innovative communications technologies.”
“A World of Better Communication” - The Philosophy of the New UTStarcom Brand
The new UTStarcom corporate logo and tagline — “A World of Better Communication” — reflect the transformation the company has undergone from a PAS equipment manufacturer focused on the China market to a global provider of diverse telecommunications and network solutions. Developed in partnership with Dallas, Texas-based marketing agency The Richards Group, the new brand and logo is scheduled to appear on the company's products and marketing materials by the end of the year.
The sphere in the new UTStarcom logo is a graphic representation of the 'world' that is referenced in the company's new tagline 'a world of better communication.' The tail off the globe is representational of motion and energy, symbolizing UTStarcom as a force always pushing for innovation and striving for the new technological frontier. The “four-pointed” star in the letter “A” of the logo represents UTStarcom as a navigational source which leads the world of communications in terms of innovation, insight, inspiration and integration.
“UTStarcom has been a dynamic innovator in global communications in recent years, but its brand is virtually unknown. Increasing its brand awareness is the next logical step for the company,” said Stan Richards, principal and creative director for The Richards Group. “A well-defined brand will bring greater customer demand, higher margins and greater profits to UTStarcom, and we are thrilled to be their partner during this time of growth.”
Source:
UTStar.com
