Two types of brands are expected to emerge as PCS PrimeCo L.P. prepares to announce the product-centered brand name for its personal communications services, as well as a brand to unite the cellular holdings of its owners.
An official announcement is expected soon that will outline a consumer brand, possibly TalkAlong, and a business brand, possibly PowerBand, as some reports have speculated.
“With an umbrella, we can introduce other services under that,” said PrimeCo spokeswoman Stacy Mironov.
PrimeCo is owned by four baby Bell companies-Bell Atlantic Corp., Nynex Corp., U S West Inc. and AirTouch Communications Inc.. Bell Atlantic and Nynex merged their cellular properties last year, creating Bell Atlantic Nynex Mobile. AirTouch and U S West are in the process of merging their cellular properties; the AirTouch brand will be used in those markets. For purchasing purposes, the four operators’ cellular divisions have created an alliance, which has no formal name and is referred to only as “the alliance.”
The quartet has been in discussions for several months about adopting a common brand to tie the cellular and PCS properties together for marketing purposes.
The partners hope to take advantage of the equity associated with the already-established cellular names. Some possible branding scenarios include “TalkAlong by AirTouch” or “TalkAlong by PrimeCo” or “PowerBand by Bell Atlantic Nynex Mobile.”
PrimeCo has been a temporary name since the partnership won PCS licenses covering 57 million pops a year ago. PrimeCo will change its name as well, to something other than the brand name. The Wall Street Journal reported the name PrimeCo Personal Communications was being sought.
