Magazine article Marketing

THE MARKETING SOCIETY AWARDS 2002: International Brand Development

Magazine article Marketing

THE MARKETING SOCIETY AWARDS 2002: International Brand Development

Article excerpt

WINNER Client: Orange 

WINNER

Orange is no stranger to the Marketing Society Awards, having previously been among the prizewinners in 1996 and 1997. Since then, however, it has become an international operator, and one of the few serious contenders to become a global mobile communications brand.

In August 2000, it was acquired by France Telecom from Vodafone for pounds 25.1bn.

Ultimately, Orange aims to be able to offer its services to a marketplace totalling 1.5 billion people by 2005.

The group has subsidiaries in the UK, France, Denmark, Switzerland and the Dominican Republic.

Elsewhere, because very few licences are available in each country, it has become a stakeholder in local companies, or licensed the brand. Last year, the group took the major step of rebranding existing services with the Orange name in Denmark and France.

Always committed to strong marketing, its research in more than 20 countries worldwide has consistently shown that consumers are confused by many of the mobile phone offerings available, and explicit in their desire for a brand they can trust. …

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