Golden Telecom Starts A Rebranding Campaign Implementing New Strategy
17 Oct 2006
Moscow, Russia (November , 2006). Golden Telecom, Inc. (“Golden Telecom” or the “Company”) (NASDAQ: “GLDN”), a leading facilities-based provider of integrated telecommunications and Internet services in major population centers throughout Russia and other countries of the Commonwealth of Independent States (“CIS”), announces the first results of the rebranding campaign launched in October to support its strategy of launching new products to the retail market.
During October 2006, Golden Telecom staged several events, including press conferences, massive indoor and outdoor advertisement campaigns and active media campaign to promote its new image. These activities are part of the Company’s strategy of launching new products and services for the mass-market, including wireless broadband Internet access, voice over IP services and domestic and international calls. The rebranding campaign in Moscow and the regions is the first step in the strategy implementation.
In particular, Company’s rebranding includes the development and promotion of the new brand platform which will tie in the corporate brand with brands of different products and services designed for various customer segments. This strategic shift towards mass market and emergence of a new target audience lead the Company to change the emotional message carried by its image. Golden Telecom’s logotype now conveys the openness, friendliness and modernity of the Company.
The new logo of Golden Telecom consists of two figures colored in orange, yellow and white and includes the new corporate slogan “Achieve more”. The combined logotype should increase brand recognition. The logo will be used to identify products and services offered by Golden Telecom on different market segments. The different forms and colors of the logo parts demonstrate to our customers the variety of the Company’s products and services, while keeping them under the "Golden" umbrella.
The first results of the campaign have been very positive. The media, both public and professional, noticed effectiveness of the new image, good timing and professional execution of the media campaign. Golden Telecom plans to conduct a brand awareness survey in the coming months.
Jean-Pierre Vandromme, Chief Executive Officer of Golden Telecom, commented: "We are changing in order to reflect in a better way those positive changes that are taking place in our company and that aim to distinguish our company from the competitors on the telecommunications services market. For a long time, Golden Telecom has been the best telecommunications company on the business market due to the fact that we provide top-quality, convenient and highly needed products and services. It is time to enter the mass market as well. We are here in order to provide people with high-quality and affordable services helping people communicate, exchange knowledge and experience, enjoy life and keep in contact with each other in our modern world."
Statements made in this press release are forward looking and are made pursuant to the safe harbor provisions of the Securities Litigation Reform Act of 1995. Such statements include those relating to our rebranding campaign and its expected benefits. It is important to note that such statements involve risks and uncertainties, which may cause outcomes to differ materially from those set forth in these statements. Such risks and uncertainties include, but are not limited to, the possibility that our rebranding campaign does not materialize in the manner we expected or bring the expected benefits. Additional information concerning factors that could cause results to differ materially from those in the forward looking statements is contained in the Company's filings with the U.S. Securities and Exchange Commission including the Company's quarterly report on Form 10-Q and current reports on Form 8-K filed during 2006, and the Company's annual report on Form 10-K for the year ended December 31, 2005.
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