Analysts skeptical of Centertel's plans to become Orange

"The market is constantly developing. Under these conditions a change of brand can only have a bad effect," said Michał Marczak, DI BRE analyst. Experts believe that the decision will incur huge costs as the company will have to have launch to position the new image. "The Orange brand is currently recognized by only 2-3% of the public. The operator will have to spend a huge amount of money to convince its customers that it is still selling mobile services and not orange juice," commented Krzysztof Kaczmarczyk from Deutsche Bank, who added that the annual costs of the campaign will be zł.200-300 million, a cost comparable to those of pension funds which entered the market in 1999. (Puls Biznesu, p. 4) A.K.