Orange term abstract

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Orange
The Orange brand is all about simplifying the mobile user’s experience and relating to human rather than technology. Although being an MNO means that Orange has to highlight technical aspects of its brand as well to highlight the quality of its brand experience, but Orange tends to do that by employing technology as a tool for a better future rather than an end in itself. For Orange, being an MNO is all about enabling people to interact and communicate in the richest ways possible and the entire process is more human than technical. The Orange future is a bright, optimistic future full of fun, simplicity, honesty, and a strong human /relationship touch. No wonder Orange is able to charge premium pricing for its brand.i

Everything Everywhere / EE
After the merger between Orange and T-mobile the first parent brand was named as Everything Everywhere, which was eventually changed to EE. The parent company has given up the idea of terminating Orange and T-mobile, and is instead following a safe model of offering 4G services through the EE brand. However, this also means that an impediment in the growth of a premium brand like Orange has been established and if customers want further growth in the technology /bandwidth they require then they would have to move on to EE which is not an established brand and marketing initiatives by EE have not caught much momentum yet. The proposition for EE is futuristic, but its communication is not as charged and well-presented as that of Orange. EE’s positioning with ‘The new network for your digital life’ is clichéd, and the term digital life does not resonate with the market which has grown beyond the thought of having a separate digital life. These days digital is as much part of life as anything else, and differentiating it is not a viable or sustainable proposition. However, Steven Day, EE’s Chief of Brand and Communications is very optimistic about the brand and goes on to say that: “EE is about



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