Remarkable | Orange, brand strategy after M&A

Mobistar becomes Orange

From local star to global player

The challenge

Mobistar needed to decide whether to keep its local identity or rebrand as Orange, leveraging the group’s international equity to boost brand value and ensure growth.

Our solution

We developed a rebranding strategy using brand valuation tools and expert insights to ensure a smooth transition. The approach focused on preserving loyalty while maximising market opportunities.

Services

Strategic research and brand valuation
Market analysis and cultural compatibility assessment
Rebranding and transition planning
Expert interviews and best practice implementation

Strategic insights for a seamless rebrand

To determine the best path forward, we began by comparing the brand equity of Mobistar and Orange. Mobistar had significant local presence and heritage, while Orange was a globally recognised brand with strong trust. We conducted an in-depth analysis of brand equities, identifying opportunities and risks to fully understand the impact of a brand transition.

Next, we evaluated the cultural compatibility between Mobistar and Orange, considering brand positioning and broader implications of the transition. Our team conducted expert interviews with stakeholders in countries where the Orange rebrand had already occurred, such as France, Luxembourg, and Poland. These insights provided a roadmap of best practices, ensuring the rebrand retained customer loyalty while effectively scaling Orange’s influence in Belgium.