Mobile Carrier Rebranding Failing To Reach the End Users
A study done in the UK looking at the rebrandings of both BTCellnet and one2one (as 02 and T-Mobile) shows that consumers haven't learned the new brands. People still thought of the company as BTCellnet much more than as o2. However, T-mobile apparently has done a better job, but only 66% of people recognize the new name.
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