In April 2011, Vodacom, following the increase in ownership in 2009 by Vodafone, launched its new image. With the rebranding, Vodacom kept its name, but effected changes to the logo, slogan and colour scheme. The rationale for keeping the name is the fact that Vodafone’s market penetration in Africa is far below than of Vodacom. Vodacom holds power and position in the marketplace in South Africa and Africa.In addition to changing its brand colours from the familiar green and blue to red, the brand colour of UK-based Vodafone, which owns 65 percent of Vodacom, it has also assimilated Vodafone’s teardrop logo.Figures 1 and 2 below illustrate the old and new Vodacom brands, respectively.