Mobile operators are forced to position their brands more strongly
A battle for new customers has been raging on the German mobile communications market for years, which is why a strong brand positioning is becoming more and more important for providers. According to the image analysis results of the “Brandindex” by “Yougovpsychonomics”, for which around 1000 people were surveyed every day, the Telefonica subsidiary “O2” is currently successful. This is reported by Wirtschaftswoche.
Then the provider “02” tries with a new “cost airbag”, which limits the maximum possible costs, to build up a strong price image and to appeal to those who use the phone frequently and infrequently. To introduce the new, simpler tariff model, the company started a large-scale advertising campaign. Various scribbles, so-called doodles, were intended to demonstrate to consumers that they no longer have to worry about the costs when using the phone. As a result, the image of the “O2” brand has developed very positively in the past few weeks. The brand currently has around 24 points in the “Brandindex”, making it currently the most popular network operator in Germany.
With 21 BrandIndex points, “Vodafone” follows in second place. The two other German network operators “E-Plus” and “T-Mobile” are currently lagging behind with 7 and minus 16 BrandIndex points, respectively. The positive charisma of the new “O2” tariff model is also reflected in various areas: Since the start of the campaign in April, the image values among the female respondents have risen by more than 10 percent. Significant image gains could already be observed among male mobile phone customers in March. The trigger for this could have been an advertising campaign that started in March in the form of various television spots. This was not about low cell phone prices, but about the quality of the service hotline. This is to be increased in the future by dispensing with automatic computer voices.