Rebranding Failing to Reach the End Users

A report by the analysts, Continental Research has suggested that the re-branding of BTCellnet and one2one in the UK may have failed to reach the consumers who own a handset connected to those networks. The report said that just 39% of 02 customers spontaneously recognised the new brandname, but the number who still associated with the old BTCellnet brand name was twice as high. "This does suggest that there has been some difficulty communicating the change of name to current users of the network." said Continental Research Director Colin Shaddick.

T-Mobile, fared somewhat better, with 66% of its subscribers able to spontaneously recognise its new name, in preference to the older one2one brand.

Both networks have been aggressively spending on marketing campaigns in the UK to boost their re-branding exercise.'"

Posted to the site on 14th August 2002