Brand Identity is all about creating distinct image in customers mind. Ncell too have tries to create distinct image on customers mind. The slogan of Ncell “Ncell Nepal kai Lagi”, is one of its step towards creating unique identity in present cut- throat competitive telecom market. The slogan itself has tried to build unique identity by eliciting personal attachment to Nepalese customers. Likewise, Ncell has developed its brand identity through brand symbol in the shape of a hi-tech stone in rich purple color. Whenever we talk about Ncell the purple colors comes to our mind that is unique identity created by Ncell.
Ncell enter to the market as a first private mobile operator in Nepal offering its services under the brand Mero Mobile, from that time being it has develop positive image on customers mind.
The Ncell brand came up under the common brand image of the TeliaSonera companies. So it was key advantage for Ncell to have preoccupied brand image of TeliaSonera in international market. To have positive brand image the product should have three main criteria like strong, favorable and uniqueness. Ncell is found to be competent all these respect. The customers have been highly delighted from its continuous quality services. Before the introduction of Ncell in the Telecom industry the customers were compelled suffer the poor service quality delivered by leading mobile operator NTC. The Ncell’s corporate values which are: being a pioneer in the market, reliability, agility in response to the market’s and consumers’ needs, social responsibility, and a deep and abiding aspiration to be an integral part of the country. Likewise, it has created uniqueness through the introduction of those services which were not been experienced in Nepal. For example, Ncell introduced itself as the first private telecommunication company to provide GSM service in Nepal.
Ncell claimed that they have clear network. Customers also perceive Ncell network as reliable. Ncell has been able to differentiate it from NTC by positioning itself as superior network quality. Now NTC users also subscribe Ncell services for backup purpose. Likewise, people also differentia Ncell from other as a brand having unique services which are still not been provided by other companies.
Ncell Nepal’s main objectives are:
- Ncell has been introduced mainly with the objective of breaking monopoly held by the state-owned Telecommunication Nepal Telecom.
- To be forward among the telecommunications company providing the best services.
Brand elements are those attributes of a brand or product that uniquely distinguish the brand from other brands. Ncell too have its several brand elements that has help it to make it unique as compare to other brands. Some its key brand elements are:
Ncell is an excellent example of re-branding in Nepalese business arena. Initially it came up with brand name “Mero Mobile”. Later after 2010 it came up with new brand name Ncell. The word Ncell compromises of two words N- cell, the letter “N” stands for Nepal and cell stands for simply phone.
Hi-tech stone in rich purple color is its present corporate logo. This Hi-stone reflects the strong connectivity. The logo that has been used by Ncell in Nepal is the same logo used by its parent company TeliaSonera.
Ncell’s purple corporate color is very well-known in Nepalese Corporate sector. The purple color is energizing and inspiring, it reflects the creativity, passion and reliability with which Ncell will continue to serve its customers. This can be taken as one of the excellent example of company trying to create brand identity through its corporate color in Nepal.
The music/sound used in Ncell TV, Radio advertisement is catchy and touching so that customers easily recognize or recall the brand whenever they heard it in TV or Radio advertisement.