Corporate reputation
and brand strength
BT has a strong, integrated brand that is widely recognised both in the UK and around the world. According to global branding organisation, Superbrands, BT has the fourth strongest brand in the UK, up from twenty first a year ago. Superbrands, which publishes a list of the leading 500 brands in the UK, judges
companies on quality, reliability and distinction.
Our brand helps to shape our relationships with all our stakeholders, including shareholders, customers, suppliers and employees. It is vital that they all have a clear understanding of what BT stands for, and that all their interactions with us contribute to a consistently positive image of BT.
As a vital asset, the BT brand needs to be developed, protected and managed with the same rigour that we bring to other assets, both tangible and intangible. And as the world and the markets in which we operate change, so our brand needs to reflect this, becoming more confident, dynamic and forward looking.
Our vision for BT is to be dedicated to helping customers thrive in a changing world.
Our mission is to be the leader in delivering converged networked services.
By ensuring that the services we offer customers are consistently focused on meeting their needs, straightforward and easy to use, we will help those customers succeed in their business and personal lives.
Our brand values are implicit in
our new advertising strap line – Bringing it all together – which captures both what we can do for customers (helping them make the most
of the possibilities of converged communications) and our commitment to acting
as a single BT team. |
