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BELL ATLANTIC ADOPTS SINGLE BRAND STRATEGY AS PART OF FOCUS ON CUSTOMER NEEDS

 ARLINGTON, Va., Sept. 2 /PRNewswire/ -- Bell Atlantic Corporation (NYSE: BEL) announced today it will use the single name Bell Atlantic to identify its subsidiaries, their products and their services.
 The corporation, with telephone companies serving six states and the District of Columbia, is making the change to help customers understand the range, value and vision of the corporation and its services. As a result, the names of the telephone companies will change in 1994. Under the plan, for example, the Chesapeake and Potomac Telephone Company of Virginia will become Bell Atlantic-Virginia.
 Bell Atlantic President James G. Cullen said, "A unified and aggressive branding strategy builds on the high quality phone service we have provided for more than 100 years and better communicates to customers the value and diversity of the Bell Atlantic brand."
 The new branding and positioning strategy represents Bell Atlantic's continuing commitment to aggressively focus on customers' needs, Cullen said. This year, Bell Atlantic is reorganizing along market segments through core lines of business to streamline the way it serves customers.
 At the same time, the company has been working to improve its interaction with customers. The goal of this customer service program is to make it easier to order and use the company's services. In many Bell Atlantic serving areas, for example, customers can request "when you want it" service, which provides installation and repair service at night and on weekends. The company's renewed focus on the customer also is leading to other conveniences, such as having technicians call when they're on their way and review the job they've done upon completion so that customers are assured their expectations have been met.
 The strategic move comes on the heels of Bell Atlantic's successful federal court challenge in Virginia last week, which overturned the law prohibiting Bell Atlantic and other phone companies from fully participating in interactive multimedia television. This opens the way for Bell Atlantic to provide new products and services in the world of information and entertainment both within and beyond its serving area.
 Bell Atlantic is working with Landor Associates, J. Walter Thompson and JWT Direct to develop and implement the branding strategy. The corporation said it expects the new branding approach to deepen customer loyalty to its diverse product line and strengthen its position in competitive markets.
 Bell Atlantic's growing product line ranges from basic voice telephone service to high-speed packet switched digital data services for large business applications and includes a growing line of call- handling features and an emerging line of one-way and interactive video services.
 The company's Bell Atlantic Video Services subsidiary expects to one day offer a line of fully interactive broad band video services such as video on demand, shopping and banking from home and telemedicine -- remote diagnostics using a video link.
 Bell Atlantic Corporation, based in Philadelphia, is the parent company of New Jersey Bell, Bell of Pennsylvania, Diamond State Telephone (Delaware), and the Chesapeake and Potomac Telephone Companies of Maryland, Virginia, West Virginia and Washington, D.C., companies that provide a full array of telecommunications services in the mid- Atlantic states.
 Bell Atlantic also is the parent of one of the nation's largest cellular carriers and of companies that provide software, systems integration, hardware and software service and support, and financial services throughout the United States and internationally. In addition, Bell Atlantic International offers network services and consulting to telephone authorities throughout the world and owns an interest in Telecom Corporation of New Zealand.
 /delval/
 -0- 9/2/93
 /CONTACT: Jim Smith of Bell Atlantic, 703-974-5446/
 (BEL)


CO: Bell Atlantic Corporation ST: Virginia, Pennsylvania IN: TLS SU:

MP-LJ -- PH005 -- 8313 09/02/93 10:02 EDT
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Publication:PR Newswire
Date:Sep 2, 1993
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