Riyadh – Mubasher: Saudi Telecom Company (STC) announced the launch of its new branding, according to a statement to the Saudi Stock Exchange website (Tadawul).

Launching the new branding for the company and its subsidiaries comes in line with the STC’s strategy for digital transformation and customer experience enrichment.

It is worth noting that the company has also changed its Arabic trading name on the Tadawul platform from Al Eitsalat to STC.

The names of VIVA Kuwait and VIVA Bahrain have also been changed to "STC" under the new branding strategy.

The new branding is expected to boost the value of STC as one of the most valuable brands in the Middle East, the statement noted.