Alcatel-Lucent consider rebranding costs

Alcatel and Lucent have plenty of priorities to work on in the coming months following their $13.5 billion merger, but analysts say rebranding the combined company is not one of them. Rebranding SBC to AT&T cost that company an estimated $1 billion. Besides, Alcatel and Lucent still need to integrate two huge companies on separate continents, trim down 10 percent of their 88,000 strong workforce, all while cutting expenses to make the merger more lucrative for shareholders.

For more on the Alcatel-Lucent merger:
- see this article from MarketWatch