Bharat Book Bureau

Vodafone: Becoming a valuable and recognizable brand

As early as 2004, Vodafone stated its aim was to be in the top five most valuable brands in the world. By 2011, the telecom giant had achieved this goal through an aggressive sponsorship campaign, a strategy of non-controlled interests to increase its presence across the globe, and increasing investment in less developed markets.

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Vodafone has emphasized its presence as a major brand through heavy investment in advertising and sponsorship ventures and being associated with major sporting institutions.
Vodafone has had a presence in many markets across the world through a strategy of non-controlling interests.
Vodafone is seeking to consolidate its position as a world-leading brand through market expansion in India and Africa.

Your key questions answered

* How has Vodafone achieved its standing as one of the world’s leading brands?
* How has Vodafone’s branding and sponsorship strategy contributed towards its success?

Key findings
Vodafone has a very visible presence as a result of its sponsorship ventures
Vodafone has been extremely visible through its major sponsorship tie-ups
Vodafone has targeted major sports institutions to enhance its image as a superbrand
Vodafone has also been associated with two major Formula 1 teams
Vodafone’s branding tactic has delivered in terms of greatly expanding the company’s customer base
As well as its visible presence, Vodafone has had success through its non-controlled interests around the world
Non-controlled interests account for 40% of Vodafone’s asset value and has helped the company significantly in its rise in becoming one of the world’s most valuable brands
Verizon impacts heavily on Vodafone’s operating profits
Vodafone is moving away from its model of non-controlled interests
Vodafone is seeking to consolidate its position as a world-leading brand through market expansion in India and Africa
Vodafone is the second largest mobile network operator in India

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