On 12 May 2009, Bakcell unveils a pioneering rebrand to firmly place the cellular telecommunications provider at the front of the emerging Azerbaijani mobile market.The new brand is corner stoned on Azeri national pride, value for the customer and a progressive attitude – all contributing to a powerful platform for future brand innovations.The nationwide rebranding exercise is supported by a robust marketing and advertising campaign, including new website, television, radio, press, email and SMS advertising. The new brand positioning, reflected across all marketing collateral, is also revealed to customers through an extensive programme of store refurbishment in more than 200 stores and dedicated service centres. It is also supported through an internal campaign to establish the new values of the brand among the employees.The rebrand follows a series of strategic steps, including extensive investment in the network, the development of new technologies and customer services, and the expansion of its GSM offering by collaborating with Nokia Siemens Network earlier in the year.  All serving to strengthen Bakcell’s offering and expand its market share.