I dont think Edgars would want the association with GTel. The bad association is tied to the name and not the location of purchase. (cant take the bush out of it)
Speaking for myself and a few other people I know, I would rather own a Nokia feature phone than a GTel(in fact I have a love for them. Charging once every 1 to 2 weeks). Mainly due to perceptions that have been built (some true and others false) regarding the GTel phone/brand. The mere idea of pulling out a GTel phone brings images of people laughing.
This is not to say they do not have good phones. Just perceptions and associations that have killed their brand.