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Company: BT Group

Brand value: US$12,160 million

Change since 2018: -11%

Headquarter city: London

Industry: Telecom Providers

Year formed: 1846

BT is best known to consumers as a provider of fixed-line and mobile telephony, home broadband and web-based TV services, though it also offers wholesale and public sector services. In an increasingly competitive industry landscape, BT has had to diversify and innovate. The brand’s most recent advertising campaign focuses on a single clear message rather than the broad BT offering. It promotes “Complete Wi-Fi”, which BT bills as the only broadband product on the market to guarantee a Wi-Fi signal in every room of the home. BT says the campaign highlights the difference that good Wi-Fi can make to keeping modern families happy – whether it’s watching movies in the bath, gaming in the bedroom or streaming music in the kitchen. In the past year, BT has been part of a Channel 4 film to raise awareness of the contribution of disabled people in the workplace, and has joined a scheme with regulator Ofcom to automatically give broadband and landline customers money back when their service goes wrong. BT is present in over 180 countries and employs around 17,000 people globally.