Introduction
AT & T is a company in the United States that offers telecommunication services. It is the second largest in the United States. It provides mobile telephone services, fixed telephone services and Television services through broadband subscription. In Texas, it takes the position of the third largest company. AT &T is also the largest revenue generating public company, being that it has around 130.4 million customers. It is among the largest companies that provide telecom services but it has penetrated in to the market with a goal of becoming the sole provider of telecom services (Clark et al., 2016). AT & T has become most popular brand for providing such services as broadband television services, fixed – line internet services, broadband internet, mobile telephone services, satellite and digital television.
AT&T brand marketing approach
AT& T brand uses both a standardized and customized approach in its brand marketing. These marketing strategies are used in different countries in order to promote a marketing mix. The customized approach is used due to a competitive environment. Although the brand is the second largest in the United States, it faces competition from other telecommunication companies that offer similar services to them. In response to competition, AT & T HAS leveraged its prices by keeping the prices of their products lower than those of their competitors keep. Reasonable pricing has been made possible by keeping an eye to their competitors and their prices, then formulating reasonable prices after evaluation (Morley, 2016). The standardized approach has also been used by AT & T brand through the acquisition of companies that offer similar telecommunication services and expansion of the company to other parts. For example, AT & T has headquarters in Texas but due to expansion, it offers telecommunication services in Latin America.
AT & T brand global branding success
AT & T brand has demonstrated an outstanding success in global branding. It has become a stronger iconic brand in the telecommunication industry both nationally and internationally. An assessment of AT & T brand global branding success shows the application of the ten commandments of global branding. AT & T has been keeping a watchful eye against its competitors in the market place (Morley, 2016). This has helping in investigating the marketplace whereby the brand does both internal and international branding. Another commandment of global branding is creating a firm foundation for infrastructure. AT & T brand has achieved its success through creating solid advertisement infrastructures. For example, it employs college graduates who act as promotional policies to the company. Additionally, the brand deploys an integrated marketing communication system, which is a commandment of global branding (Clark et al., 2016). It uses traditional and non- traditional systems to communicate that are through television, social media, and internal branding which has led to its success. AT & T brand has also created partnerships with other brands. For example, it signed an agreement with Apple, which is a similar and famous brand, to sell its products and this created more publicity for the brand.
Evolution of AT & T brand marketing
Evolution of AT & T brand marketing has occurred throughout the years to conform to the changes in social, demographic, and ethical issues. The brand originated from Bell Telephone Company and was established in 1885. Due to competition faced from other competitors it acquired other companies such as Metromedia mobile that offer telecommunication services and later changed its name to SBC communications. In 2005, it changed its name to AT&T brand. Due to social demand and growth, it expanded its growth in Latin America (Clark et al., 2016). Through acquisition of other companies, the brand marketing increased whereby the company increased the telecommunication services offered to customers. Additionally their visual identity has been evolving over the years, through updating their logo and color palette. The introduction of changes in their brand has enabled access and mobility to connect with diverse businesses and customers. For example, in the logo, the blue part has been made brighter for areas with dark environments. The curves in the logo have been made more smooth and precise for greater visual flexibility (Morley, 2016). Another brand marketing evolution is the use of marketing mix. The brand has collaborated with other companies like Apple who sell their products to promote publicity of their products. The company has also leveraged its prices by keeping the prices lower than that of its competitors.
Conclusion
AT &T brand is popular for the telecommunication services that it provides. T he brand uses both standardized and customized approach for brand marketing. The brand global branding success is assessed against the ten commandments of branding where the brand has done partnership with other brands, researched on the market place, and used solid infrastructures for advertisement .Brand marketing has also evolve to respond to changes in social, demographic and ethical issues exemplified by updating their logo and changing marketing strategies .
References
Clark, T., Ferrell, O. C., Hartline, M., Sheth, J., & Stewart, D. (2016). Where/How Does Marketing Fit? What Is Marketing’s Place in the Firm and Within the Family of Business Disciplines?. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era (pp. 199-202). Springer International Publishing.
Morley, M. (2016). The global corporate brand book. Springer.
