BRAND INTEGRATION AND CONSUMER PERCEPTION IN POST-MERGER SCENARIOS

BRAND INTEGRATION AND CONSUMER PERCEPTION IN POST-MERGER SCENARIOS: THE CASE OF ONE ALBANIA'S CUSTOMER-CENTRIC MARKETING STRATEGY

Author
Shefqet SUPARAKU, POLIS University (Tirana, Albania)
Ledina FERHATI, POLIS University (Tirana, Albania)

Abstract
This paper examines the strategic brand transformation of ONE Albania, following the merger of ALBtelecom and One Telecommunications under the 4iG Group. In response to the rebranding, the company adopted a marketing strategy that departs from traditional ideals of perfection in service delivery, focusing instead on authenticity, transparency and continuous improvement. Set against a cultural backdrop of widespread scepticism toward telecom providers, the study explores how ONE Albania's brand philosophy—grounded in honesty, transparency, and customer centricity— was designed to rebuild trust and establish credibility. This research employs a qualitative case study approach, supported by secondary data from ONE Albania's internal marketing reports and customer satisfaction studies, including measures such as NPS and TRI*M Index, to enrich and triangulate qualitative findings. Results demonstrate that a customer-centric brand philosophy, if consistently communicated and emotionally resonant, can foster trust recovery and consumer loyalty in post-merger telecom markets. The case illustrates how honesty and responsiveness are more impactful than polished brand ideals in credibility-deficient environments. The study offers a practical model for telecom operators and marketers navigating post-merger brand integration in low-trust markets, emphasising the importance of strategic alignment, emotional engagement, and cultural sensitivity in brand repositioning. Future research should explore the long-term sustainability of such repositioning efforts and conduct comparative studies in similar market contexts.