O2's branding and marketing strategy Dissertation

O2s branding and selling strategy - Dissertation Exampleeting 38 Achieving mark and Marketing Goals 39 Effectiveness of O2s Branding and Marketing Strategy 40 Effect of O2s Marketing and Branding Strategy on the Market 41 RECOMMENDATIONS 41 References 54 CHAPTER 1 gateway AND BACKGROUND Background of the Problem Aghapour, Manafi, Hojabri, Salehi, Saeidinia and Gheshmi (2011, p. 136) demonstrate that branding allows companies to promote their products and function in the market to action more sales. In this regard, branding has been described as one of the most effective methods of trade a companys products and services at bottom its market. It is through branding that businesses have been able to win the confidentiality and committal of their customers (Marketing Week, 2009, p. 1). O2 is the second leading nomadic operator within the telecommunication industry of the United Kingdom. O2 has concentrated in building brand loyalty within the UK mobile market. The company has r emained unique in its branding and marketing strategy. There argon many changes within the UK telecommunication industry which O2 must adapt to in its marketing communication so that it would remain in the top of the mobile business. O2 whose parent company is Telefonica has maintained lead in the UK mobile market through the use of loyalty deals (Marketing Week, 2009, p. 1). This is through alluring advertisements which are intentional to depict the companys brand as the most authentic and reliable within UKs telecommunication sector. Technological, political, economic, legal, environmental, social and cultural changes have played a role in influencing the direction of the mobile business in the UK. O2 Mobile is no exception in the effects of the changing market forces curiously for its branding and marketing strategy. According to Marketing Week (2009, p. 1), the marketing strategies used by O2 have authoritative criticisms and assertions that the company has maintained old fa shioned approaches of marketing its products. For example the company delayed in adopting 3G and 4G services like its business rivals because it considered them costly. Regardless of this, the company has been able to capture more than 24 million customers within the UK mobile market (Marketing Week, 2009, p. 1). This has led to annual turnover of more than 5 billion pounds from the companys operations in the UK. However Marketing Week (2007, p. 10) reports that the changes in information and telecommunication industry are likely to catch up with O2s branding and marketing strategies and make them less effective within the dynamic market. It is in this regard that the effectiveness of O2