Our resources
Our brand and reputation
BT has a strong reputation and a trusted brand that is widely recognised in the UK and around the world. Our brand helps to shape our relationships with customers, suppliers and employees.
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
brand values are implicit in our advertising strap line – Bringing it
all together – which
captures both what we can do for customers and our commitment to acting as a
single BT team.
During 2008 we made great progress with the task of integrating the brands and identities of the various IT services businesses that we have acquired in the UK and around the world. As
each of these companies adopts the BT brand and identity, they enhance our reputation for expertise in delivering services in local markets, while the acquired companies gain from the global scale and trust that the BT brand brings with
it.
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