[Rush]

I'm guessing they won't keep three separate brands running? Especially since Orange and T-Mobile will not be offering 4G.

I think they should have just merged all the brands under 'Orange' as I would say that is the best remembered brand.

[Aye Up]

Quote:

Originally Posted by Rush

I'm guessing they won't keep three separate brands running? Especially since Orange and T-Mobile will not be offering 4G.

I think they should have just merged all the brands under 'Orange' as I would say that is the best remembered brand.

The have bastardised the brands, by creating a new one seen as the premium EE. Sadly Orange had the most brand value of all the propositions due to how involved it was in Film and Music in the UK. Now thats went down the shitter and been replaced by "EE" wednesdays with a tosser as the company mascot it really would have been a "no brainer" to retire all brands except Orange. But no Olaf Swantee in his infinite wisdom decided a third brand was need to promote 4G, I am lead to believe trust in the "EE" brand is substantially lower to that of T-Mobile and Orange.....make of that what you will.

[Three]

Quote:

Originally Posted by Rush

I'm guessing they won't keep three separate brands running? Especially since Orange and T-Mobile will not be offering 4G.

I think they should have just merged all the brands under 'Orange' as I would say that is the best remembered brand.

I think the launching of the new EE brand was the right way to go about it and has been somewhat of a success. They eventually need to wind down the Orange and T-Mobile brands.

[AlecR]

Quote:

Originally Posted by Three

I think the launching of the new EE brand was the right way to go about it and has been somewhat of a success. They eventually need to wind down the Orange and T-Mobile brands.

They will, but the problem is getting Orange FR and T-Mobile Germany (i.e. Deutsche Telekom) to drop their brand names completely in the UK.

[enapace]

If I would hazard a guess the Orange/T-Mobile brands won't disappear until the company is brought either part way by T-Mobile/Orange buying the others 50% stake or by a majority/complete buyout by another company such as AT&T. Reason EE brand came about is probably pretty simple neither T-Mobile or Orange could agree on which would be the superior brand so they made a new one.

[jabbamk1]

The EE branding wasn't the worst idea. It just was terribly executed. People were confused and still are between the differences of the three brands. Hence why customer ratings and trust in EE is so low at the moment. EE will continue to grow though and eventually become the stronger brand, but I don't think that even EE themselves know what to do with the T-Mo and Orange brands at the moment in regards to the future.

Maybe they'll put them all together under one brand
http://i481.photobucket.com/albums/r...ps910b8726.gif

[Richard_T]

I was always under the impression that T-mobile and Orange continue to exist due to regulatory issues.
Where the merged company had to keep both Orange and T-mobile as separate entities.

[Ryan S]

I don't think it would be clever to throw away a couple of well known established brand names.

[AlecR]

Quote:

Originally Posted by Richard_T

I was always under the impression that T-mobile and Orange continue to exist due to regulatory issues.
Where the merged company had to keep both Orange and T-mobile as separate entities.

They'll continue to to exist at least until the networks have been fully harmonised, which they haven't yet.

[The Lord Lucan]

I speculate that within 36 months one brand will disappear.

[jchamier]

Quote:

Originally Posted by The Lord Lucan

I speculate that within 36 months one brand will disappear.

I agree, it would make sense to have a "premium" (4G) brand and a "discount" (3G, unlimited usage) brand, but you don't need two. We could all make guesses at to which one will go, but it will probably end up being the one that costs the most in brand licence fees to its parent.

[The Lord Lucan]

Quote:

Originally Posted by jchamier

I agree, it would make sense to have a "premium" (4G) brand and a "discount" (3G, unlimited usage) brand, but you don't need two. We could all make guesses at to which one will go, but it will probably end up being the one that costs the most in brand licence fees to its parent.

The Future's not Bright..

[plymouthbloke1974]

I would dearly love to comment on this....

[japaul]

You have to remember that EE pay their parents around £200m a year in brand related fees and it's the parents who call the shots, not EE itself. Now whilst they can and do suck money from EE via dividends, there are a number of advantages in keeping this other method of deriving income from EE going so long as the business isn't being seriously harmed.

I would tend to agree with enapace's point that the most likely reason for branding changes would be as a result of some sort of ownership change (which is quite likely). In the case of an outright purchase then at least 2 brands would probably go. If the buyer were another network then it's quite possible all 3 would go.