2012 Latest Report: Vodafone: Becoming a valuable and recognizable brand

2012 Latest Report: Vodafone: Becoming a valuable and recognizable brand

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Introduction

As early as 2004, Vodafone stated its aim was to be in the top five most valuable brands in the world. By 2011, the telecom giant had achieved this goal through an aggressive sponsorship campaign, a strategy of non-controlled interests to increase its presence across the globe, and increasing investment in less developed markets.

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Highlights

Vodafone has emphasized its presence as a major brand through heavy investment in advertising and sponsorship ventures and being associated with major sporting institutions.
Vodafone has had a presence in many markets across the world through a strategy of non-controlling interests.
Vodafone is seeking to consolidate its position as a world-leading brand through market expansion in India and Africa.

Your key questions answered

* How has Vodafone achieved its standing as one of the world's leading brands?
* How has Vodafone's branding and sponsorship strategy contributed towards its success?
      

Table of Contents :

OVERVIEW
Catalyst
Summary
ANALYSIS
Key findings
SUPERBRAND SPONSORSHIP
Vodafone has a very visible presence as a result of its sponsorship ventures
Vodafone has been extremely visible through its major sponsorship tie-ups
Vodafone has targeted major sports institutions to enhance its image as a superbrand
Vodafone has also been associated with two major Formula 1 teams
Vodafone’s branding tactic has delivered in terms of greatly expanding the company’s customer base
NON-CONTROLLED INTERESTS
As well as its visible presence, Vodafone has had success through its non-controlled interests around the world
Non-controlled interests account for 40% of Vodafone’s asset value and has helped the company significantly in its rise in becoming one of the world’s most valuable brands
Verizon impacts heavily on Vodafone’s operating profits
Vodafone is moving away from its model of non-controlled interests
EXPANSION MARKETS
Vodafone is seeking to consolidate its position as a world-leading brand through market expansion in India and Africa
Vodafone is the second largest mobile network operator in India
Vodafone has a major presence in Africa via the continent's leading network
Vodafone’s other major venture in Africa is in Egypt, where the company has approximately 31.8 million customers
CONCLUSIONS
Superbrand sponsorship has been directly responsible for Vodafone’s status as Britain’s most valuable brand
The cost-cutting venture has led to Vodafone abandoning its widespread non-controlled interests
Despite Vodafone’s continued success outside of Europe and the US, the company still has much potential for growth
APPENDIX
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