Orange set to ditch name in rebranding exercise

[BECKHAM]

Orange, Switzerland’s third-ranked telecom company, announced on Tuesday that it is changing its name under a rebranding exercise likely to cost tens of millions of francs as it scrambles to catch up to its competitors, market leader Swisscom and Sunrise.

for more... (http://www.thelocal.ch/20150331/orange-set-to-ditch-name-in-rebranding)