Improving the Brand Image of Pakistan Telecommunication Company Limited (PTCL).

Abstract

Pakistan Telecommunication Company Limited is the largest telecommunication provider in Pakistan. Since its origin, PTCL has invested a lot in its expansion programmers, particularly copper wire installations. Due to the advent of new technologies like optic fiber and advanced cables for telecommunication purposes, PTCL, although the first to adopt these techniques, has fallen behind in communicating the message to the consumers that they are providing such technologically advanced services. Consumers perceive PTCL as a company that provides slow internet, with viral memes on social media depicting this fact. In big cities, people are opting for PTCL alternatives due to this very fact. Although having such landmark technologies like flash fiber and GPON, why have minor segment of consumers failed to recognize the true face of PTCL? Why do people perceive PTCL to provide slow and outdated services? With the involvement of various digital marketing channels, PTCL might have fallen a bit behind in building brand equity and marketing communications. In this study, we some majority of people have negative sentiments towards PTCL and what can be done to improve it. Note: PTCL brand image is in no way negative in general, In this study we are just focusing on the negative aspect of it. This study is in no way derogatory to PTCL image.