Ahlan!

If you don't know what that means, is that a problem with the brand name or the fact that the communication hasn't bothered to tell you what that means? 'Ahlan' means 'welcome' in Arabic and is the brand name for a 'tourist sim card' from Etisalat; a brand name that the client now wants to change because people don't know what 'Ahlan' means. In which case, shouldn't the solution be to communicate what the word means? Oh no, what the client wants is a brand new name. More accurately, it's what their branding agency wants. Why? Because it believes Etisalat needs to get away from Arabic brand names for their products.

Question: If you are the largest telecom provider in the Arabian world why would you want to get away from a brand name that welcomes tourists in your language? If I were to launch a similar package in India, I'd most certainly call it 'Namaste'.