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Mobile provider Hello rebrands

Mobile provider Hello rebrands

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Malaysian majority-owned mobile-phone operator Axiata reports spending more than $1 million on change of logo in Cambodia as part of region-wide rebranding initiative

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SOVANN PHILONG

Hello’s Phnom Penh headquarters displays the company’s new logo Monday after it spent more than US$1 million on rebranding in Cambodia as part of a regional initiative driven by parent company Axiata of Malaysia.

HELLO, Cambodia's third-largest mobile-phone operator by market share, changed its logo on Monday as part of a region-wide rebranding by parent company Axiata Group, previously Telekom Malaysia, based in Kuala Lumpur.

Although the names of Axiata's regional operations were unchanged, the logo used in Malaysia and Cambodia, as well as the company's other markets in Asia, has been changed and standardised, it said.

Our new logo reflects the rebranding of our parent company Axiata.

"Our new logo reflects the rebranding of our parent company Axiata Group Berhad, so every business unit ... in the group shares the same Axiata prism symbol," Simon Perkins, CEO of Telekom Malaysia International Cambodia, said Monday.

Hello Brand Manager Gary Foo said that more than US$1 million had been spent on rebranding the Cambodian mobile-phone operator, with separate budgets devoted to doing so in each of its other Asian markets.

Axiata also operates in Indonesia, Sri Lanka, Bangladesh, India, Singapore and Iran.

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