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1 Vodafone

Vodafone

Company: Vodafone Group plc

Brand value: US$28,860 million

Headquarter city: London

Change since 2017: 6%

Industry: Telecom providers

Year formed: 1985

Vodafone is a global telecommunications business operating in 26 countries, with partner networks in 49 countries worldwide. They have almost 444 million customers worldwide; 19.5 million of whom are in the UK. In the UK, it offers fixed broadband services, access to premium TV content, landline services, cloud hosting and mobile payment services alongside its provision of telecommunications. Vodafone rebranded in late 2017 with a new logo focusing on a speech mark and new strapline. “The Future is Exciting. Ready” replaces the “Power to You” tagline used since 2009. The rebrand launched with a 60-second film produced by Ridley Scott Associates titled "The story of hello", which focuses on the constancy of human interaction while technologies evolve over time. Actor Martin Freeman, who frequently features in Vodafone advertising, was the star of the brand’s Christmas “love story” campaign, and its March 2018 ad highlighting Vodafone’s Ultimate Speed Guarantee for home broadband. Vodafone promotes itself as an innovator, and recently launched the sub-brand VOXI, for consumers aged 25 and under. The new network focuses on the services that younger consumers are more likely to want, such as data, ahead of voice and SMS texts. Vodafone’s CSR work focuses on the Vodafone Group Foundation, a global social investment programme supporting activities across 27 countries, with an investment of £40m every year. The foundation’s education programme provides free primary and secondary education to 5 million children in Africa. The foundation’s Instant Network team were deployed to areas of the Caribbean devastated by Hurricane Irma, to connect rescue workers and to enable affected families to contact their relatives.

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