{"id":29625,"date":"2009-09-09T01:29:15","date_gmt":"2009-09-09T00:29:15","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=29625"},"modified":"2009-09-09T13:36:42","modified_gmt":"2009-09-09T12:36:42","slug":"which-brand-will-die-in-britain-orange-t-mobile-or-both","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/which-brand-will-die-in-britain-orange-t-mobile-or-both\/","title":{"rendered":"Which Brand Will Die in Britain &#8211; Orange, T-Mobile or Both?"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-full wp-image-29627 lazyload\" title=\"orange mobile phone france telecom\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/orange-mobile-phone-france-telecom.jpg\" alt=\"orange mobile phone france telecom\" width=\"145\" height=\"240\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/orange-mobile-phone-france-telecom.jpg 145w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2009\/09\/orange-mobile-phone-france-telecom-120x200.jpg 120w\" data-sizes=\"(max-width: 145px) 100vw, 145px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 145px; --smush-placeholder-aspect-ratio: 145\/240;\" \/>This week, <a href=\"http:\/\/www.deutschetelekom.com\/dtag\/cms\/content\/dt\/en\/6908\" target=\"_blank\" rel=\"noopener\">Deutsche Telekom<\/a> and <a href=\"http:\/\/www.francetelecom.com\/en_EN\/\" target=\"_blank\" rel=\"noopener\">France Telecom<\/a> announced that they plan to merge, forming the largest mobile operator in Britain.\u00a0 Currently, Deutsche Telekom and France Telecom hold the third and fourth highest market shares in Britain behind <a href=\"http:\/\/www.o2.co.uk\/\" target=\"_blank\" rel=\"noopener\">O2<\/a> and <a href=\"http:\/\/www.vodafone.com\/index.US.html\" target=\"_blank\" rel=\"noopener\">Vodafone<\/a>, but the merger would streamline operations for both Deutsche Telekom and France Telecom, making the new company more efficient and effective.<\/p>\n<p>Should O2 and Vodafone be worried?<\/p>\n<p>The more interesting question from a branding perspective is which brand name, Orange (French Telecom) or T-Mobile (Deutsche Telekom), will live and which will die after the merger.\u00a0 While the tentative plan reported by the <a href=\"http:\/\/www.nytimes.com\/2009\/09\/09\/business\/global\/09mobile.html?_r=1&amp;partner=rss&amp;emc=rss\" target=\"_blank\" rel=\"noopener\"><em>New York Times<\/em><\/a> says that both brands will live for 18-months, there is no word on what will happen to them in the future.\u00a0 Or will both brands die off in favor of a new brand that better reflects the new company&#8217;s position as market leader with 37% market share (beating O2&#8217;s 27% market share and Vodafone&#8217;s 25% market share)?<!--more--><\/p>\n<p>I&#8217;m not as well versed in the European mobile market and the top players as I am in the U.S. market and brands where there have been similar mergers and acquisitions.\u00a0 The bottom line is that consumers will choose the mobile operator that provides the best service for a reasonable price.\u00a0 Will consumers get service with the new Deutsche Telekom and France Telecom company anytime and anywhere that consumers pick up my cell phone?\u00a0 And is that reliable service priced reasonably?\u00a0 That&#8217;s the most important thing to consumers.\u00a0 If a merged Deutsche Telekom and France Telecom can deliver those benefits to consumers better than the other players in the market, then consumers will follow.<\/p>\n<p>The next question is which brand name, Orange or T-Mobile better communicates the new brand promise of the merged company.\u00a0 This is where the opportunity lies in branding that could help position the new market leader for future success, and this is where a rebranded company could work very well.<\/p>\n<p>What do you think?\u00a0 Any Brits out there want to fill us in on the insider perspective?\u00a0 Leave a comment below and share your thoughts!<\/p>\n<p><em>Image: <a href=\"http:\/\/www.flickr.com\/photos\/psd\/39708298\/\" target=\"_blank\" rel=\"noopener\">Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This week, Deutsche Telekom and France Telecom announced that they plan to merge, forming the largest mobile operator in Britain.\u00a0 Currently, Deutsche Telekom and France Telecom hold the third and fourth highest market shares in Britain behind O2 and Vodafone, but the merger would streamline operations for both Deutsche Telekom and France Telecom, making the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[100,110,5897,5896,5900,5898,1364,5899,882],"class_list":{"0":"post-29625","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-strategy","8":"tag-corporate-branding","9":"tag-deutsche-telekom","10":"tag-france-telecom","11":"tag-o2","12":"tag-orange","13":"tag-rebranding","14":"tag-t-mobile","15":"tag-vodafone","16":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Which 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