Etihad coup

For Telstra to spend many millions of dollars on naming a sporting facility was always a complete waste of money. One company that does not have a brand recognition problem in Australia is Telstra.

But for the marketers at Etihad Airways, the story is very different. The company’s brand in Australia is about as unknown as Kevin Rudd’s mum's maiden name. But not any longer. When the first Etihad flight to these parts touches down in Melbourne in March, it will coincide with the unveiling of the new name at Docklands.

In one brilliant move, the stadium name change (announced on 22 October) will take Etihad from almost zero to a strong brand recognition position in no time.

Well done Etihad! I like you already!