BT Re-establishes Core Brand with Major BT Mobile Relaunch for Consumers
BT Mobile Relaunch and Brand Strategy Overview
LONDON, May 7 (Reuters) - Broadband and mobile company BT is bringing back its BT Mobile brand for consumers as part of its biggest marketing campaign this decade that will spotlight its historic BT brand.
Target Market Segmentation and Brand Appeal
Chief Executive Allison Kirkby said the company's three brands - BT, EE and value-focused Plusnet - each targeted different segments of the market, with the 180-year-old BT name appealing to some of its most loyal customers.
Investment in Networks and Brand Development
"Having invested heavily into our networks in recent years, this is now the moment to invest even further in our brands, products and services," she said on Thursday.
Marketing Campaign Details
Campaign Features and Slogan
The campaign, costing tens of millions of pounds, features BT's speaking clock, launched in 1936, and a red telephone box alongside cyber security and connectivity for businesses and consumers under the slogan "Behind Brilliant Things".
UEFA Euro 28 Partnership
BT also announced on Thursday it would be the official telco partner for the UEFA Euro 28 soccer championship, which will be hosted by Britain and Ireland.
Brand Evolution and Product Launches
Brand Strategy Reversal
The group, whose competitors include Vodafone and O2 in mobile and Virgin Media in broadband, decided to make EE its flagship consumer brand four years ago, before Kirkby reversed the decision last year.
New Products and Services
BT Mobile Plans and Cybersecurity Enhancements
New products launched with the campaign include BT Mobile plans and enhanced cyber threat protection for residential broadband customers and upgrades to services for small and medium businesses, it said.
(Reporting by Paul Sandle; Editing by Kate Holton)
