Sprint Corp. and Nextel Communications Inc. unveiled the planned branding efforts and a new logo to be used following Sprint’s pending acquisition of Nextel, which is expected to be completed during the third quarter of this year.
The new company, which to this point has been referred to as Sprint Nextel Corp., will be known as Sprint, with the Nextel name continuing as a product brand.
“The companies are in the enviable position of possessing two incredibly valuable brands with overwhelming positive and powerful equity in the marketplace,” said Mark Schweitzer, senior vice president of marketing for Nextel and designated chief marketing officer for the new Sprint. “Our brand strategy and logo will integrate the most valuable assets of each company’s identity.”
Along with Sprint shareholders maintaining a majority interest in the new Sprint, the branding change solidifies Sprint’s position as the acquiring company in the transaction despite both companies still referring to the deal as a merger.
Sprint cited the broad market appeal and history of its brand name in choosing to move ahead with Sprint as the “lead go-to-market brand name for the new company.”
“The Sprint name, brand attributes and the sentiment they evoke in minds of consumers are relevant today and provide a great foundation for the future,” Schweitzer explained.
The Nextel name will continue as a brand within the Sprint service portfolio for services provided on Nextel’s iDEN network-including its Direct Connect walkie-talkie service-and for services geared toward selected businesses, public-sector customers and “high-value individuals who have proven to be avid users of Nextel services.”
Nextel’s influence in the new operations will be more prominent in the new logo, which will incorporate Nextel’s yellow and black colors with the Sprint name and a new tagline that reads “Together with Nextel.” In advertising featuring Nextel products and services in the combined company’s markets, the Nextel name will be prominent with the “Together with Sprint” tagline.
Sprint also said that the new company will remain committed to Nextel’s sponsorship of the NASCAR Nextel Cup Series, which will retain its current series branding through 2006. A decision regarding the series name and branding beyond next season is expected to be made prior to the series season opener in 2006.
