Is the brand Hutch going to Die??

Is the brand Hutch going to die? This strike first in my mind when the news about the sale of Hutchison Whampoa came in the news paper. I don'n have the statistics of numerical value of this brand but it is obvious that this is one of the super brand of India. Hutch is seen as the innovator of almost all the value added services in Cellular service provider. It entered in India in 1994 by acquiring a license to operate in Mumbai. It started as Max Touch but changed to Orange in the year2000. Orange is also the successful brand of Hutch. In rest of the country it entered with the name Hutch.

In order to make one brand in 2006, it changed the logo from orange to pink.By 2006 it had wide presence in all over the country and in order to have a feel of one big brand it removed the orange color and choose pink. This was necessary especially in Mumbai circle where it was branded as Orange. It has won the Creative Advertiser of the Year Award of the year for 2003 at ABBYs- the Indian advertising awards.

Now when Hutch is for sale and bidders are also good brands in the market it seems this brand is going to die. There are three serious bidders in the race to acquire Hutch stake in India. Reliance is one among them. Reliance communication is under Anil Ambani's ADAG. Though he gave a new name to his group after the split with his brother but he did not change the brand name Reliance. Reliance in itself is a big brand. So it is obvious that he will no way compromise his brand with Hutch.
The next bidder is Maxis, the Malaysian telecom giant. It has a large stake in Aircel in India. The company was going to reposition Aircel as Maxis. But when the news of Hutch going to sale came it thought of buying Hutch. So for the time being it has stopped thinking about repositioning of Aircel. It will definitely go for repositioning after the merger (if it happens to buy the stake in Hutch).
The next bidder is Vodafone. It is without any doubt one of the big brand in telecom sector worldwide. It is bigger than the Hutch brand. So the company will use its own brand name rather than the company it is going to buy. So the point here is that whoever buys the company Hutch the brand Hutch is going to die. Let's see if any miracle happens and the brand is able to do the magic of being a successful brand.