It was only a matter of time: AT&T brand takes over Cingular retail locations

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It was only a matter of time: AT&T brand takes over Cingular retail locations


By Kelly Hill

Story posted: May 21, 2007 - 1:43 pm EDT
AT&T Inc. made a major re-branding push by stripping a number of its company-owned stores of Cingular-related trappings overnight and replacing them with AT&T logo and signage.

The company said in a statement that the change in about 1,800 wireless retail locations reflects research indicating “consumer awareness of AT&T … is high and ahead of expectations.” AT&T said that key retail locations in major markets now have the new external signage, and that most of the company’s locations will feature AT&T branding by September. The carrier said agent-owned stores will follow by early next year.

Interestingly, AT&T added that “the store makeovers are also critical to prepare for the late-June launch of the Apple iPhone.”

The carrier said many of its company-owned stores have also added kiosks that promote its high-speed Internet, television and home phone services as well as wireless. Indeed, AT&T is launching new advertising in major markets that “aggressively touts the value of AT&T services to consumers as compared to those offered by cable providers.”

In additional rebranding efforts, AT&T has begun replacing Cingular messaging in voice greetings, on new handsets and handset screen displays, and on envelopes and statements. High-profile sponsorships such as “American Idol” and NASCAR will also soon be transitioned to the AT&T brand, the company said.

AT&T already has some experience in store re-branding. The Cingular name replaced AT&T logos in retail locations following Cingular’s acquisition of AT&T Wireless Services Inc. in 2004. AT&T acquired BellSouth Corp. earlier this year, giving it full control of the Cingular brand.