Abstract
With the saturation of European markets, MNOs need to find new ways of winning
market share, ideally that do not involve reducing prices to users to the
point where profitability and, ultimately, shareholder value is negatively
impacted. Some MNOs have moved away from the concept of a Global brand to
reinforce their marketing message and are choosing instead to deliver their
services through multiple brands, each of which is attuned to a specific
target segment. This should enable them to extend their reach within their own
markets and to defend the market share they already have. In this report, we
examine some examples of multi-brand strategies from North America, Europe and
the Far East in order to assess whether this approach has been successful so
far and what are the critical success factors if a multi-brand strategy is to
be introduced. Following the analysis, we make recommendations in six areas to
MNOs that operate within saturating markets that may need to consider
implementing a multi-brand strategy in the immediate future.
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