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Company: BT Group PLC

Brand value: US$2,340 million

Headquarter city: Hatfield

Industry: Telecom Providers

Year formed: 2010


EE is not only the UK’s biggest 4G mobile phone network, but also offers fibre home broadband and access to television content through its EE TV service. The brand was formed by a joint venture between Deutsche Telekom and Orange S.A, but since 2014 EE has been gradually phasing out those two brands and now only uses the EE brand name. EE was bought by the BT Group in January 2016. EE has more than 550 stores, and is expanding its retail presence through a partnership with supermarket Sainsbury’s and the general-store chain Argos, putting an EE store within a 20-minute drive of 95 percent of the population. It is also launching new store formats, such as Showcase stores featuring help hubs, along with pop-up shops, and mobile stores in vans. In its communications, EE frequently focuses on the superfast speed of its broadband and the quality of its phone connections. Hollywood actor Kevin Bacon has featured in EE advertising since 2012 and has been described as the “living personification” of the brand. In a recent multi-channel campaign, Bacon stars as an airline passenger flying in luxury thanks to “EE class”; this highlights the level of service EE offers, and the value of its offer of free Apple Music. BT is listed on the London Stock Exchange.