A few years ago, after billions had been spent to establish the brand AT&T and to make it the
world’s best known telephone service brand, managers decided that the brand AT&T was
out-dated, old-fashioned, dusty, etc.
So the brand AT&T was dropped and the same managers spent an estimated
four billion US dollars (US$ 4,000,000,000)
to create the brand Cingular and make it the best known cellphone service brand in the USA.
Now, managers decided to throw away all this brand equity and to go back to AT&T.
The switch (back!!!!) will cost an estimated
1/2 of a billion US dollars (US$ 500,000,000).
We are beyond comment.