The Tigo brand was born in 2004 to coincide with the switch to GSM technology in Latin America. There was a need to symbolise the change and the benefits that it would bring to customers which was met by the creation of a common brand across Latin America with a common set of values in terms of service.
Tigo was derived from the Spanish word ‘contigo’ meaning ‘with you’ and quickly became recognised as a close, friendly and vivacious brand, representing what customers want from a mobile service. The success and adaptability of Tigo in Latin America made it easily exportable to Africa in subsequent years.
As Millicom has developed value-added services beyond communication, new sub-brands such as Tigo Cash and Tigo Care have been launched.
Today the Tigo brand is one of Millicom’s most valuable assets. In 2012 it entered the Global top 100 brands ranking (BrandFinance®Telecoms 500) at number 52, with a brand Value estimated at US $2.7 billion.