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4 BT


Company: BT Group

Brand value: US$13,604 million

Headquarter city: London

Change since 2017: -4%

Industry: Telecommunications Provider

Year formed: 1846

BT is the world’s oldest telecommunications company, and has six lines of business: consumer, mobile brand EE, business and public sector, global services, wholesale, ventures, and infrastructure brand Openreach. In 2017, BT launched a fresh take on its advertising, in a shift away from celebrities to focus on trust, and a more emotional approach. The “Be there” brand platform has featured a series of ads, one promoting BT’s Infinity Wi-Fi with a girl video-chatting with her grandfather, in the Caribbean, from her garden. Another, for BT Sport, featured England footballer Dele Alli moving through scenes from several sports, including football, rugby, boxing and basketball, while a third centred on a video call to a mother at work so she could see her daughter take her first steps. The message is “Be there, for those moments that only happen once”, echoing BT’s famous tagline “It’s good to talk”. BT is the UK market leader in fixed line and broadband connections, and promotes its customer service, innovation, and bundles of services at a combined price. In March 2018, BT launched a promotion for new subscribers to BT services, offering £175 cashback with the BT Reward Card, a stored-value card that can be used like a debit card. BT is present in over 180 countries, and employs around 17,000 people globally. In the UK, it has announced plans to fully integrate its mobile network brand, EE, within four years.