AT&T is one of the largest communications company in North America. It is the largest provider of mobile telephone and fixed telephone in the United States, and is also a provider of broadband and subscription television services. As of 2010, AT&T is the 7th largest company in the United States by total revenue, as well as the 4th largest non-oil company in the US (CNNMoney, 2010).
AT&T uses some strategies to achieve success. The most important campaign is to establish its brand image. The campaign is the first meant to burnish the AT&T brand image, rather than sell specific products and services. A campaign to burnish the AT&T brand “makes a lot of sense” as the company battles rivals in the intensely competitive telecommunications category because it can counter the negative effects of ads that use low prices to peddle products and services (Elliott, 2010). In recent years, AT&T continued to strengthen its brand image and enhance their brand awareness. They use many commercials to increase the familiarity of the brand through repeated exposure. For example, AT&T ran commercial during the 2010 Winter Olympics, which include television commercials, print and online ads, social media like Facebook, and signs in stores. They would like to increase the exposure on the Winter Olympics.
With high brand awareness can register the brand in the minds of consumers. AT&T did not worry about that Verizon Wireless pokes fun at the shortcomings of the AT&T network, because AT&T already has stronger brand image. Just like Mr. Passikoff said, the only way to get out of “selling on price” is to have the brand stand for something meaningful to consumers. So the next step for AT&T is to create customer-based brand equity. Reference
Elliott, S. (2010). AT&T Image Campaign Accentuates the Positive, Not Products. The New York Times. Retrieved December 5, 2011 from http://www.nytimes.com/2010/04/08/business/media/08adco.html?scp=5&sq=brand%20image&st=Search
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