Resumen de Vodafone: The relationship between brand image and online marketing strategies

Niaz Hasan Mahmud, Irene García Medina

• The competition in global marketplaces is progressively increasing due to a large number of local players that form the telecom industry. For this reason, it is essential for companies to establish a strong brand image to maintain its position in the market. Vodafone has been one of the fastest growing companies in the world. Nevertheless, it still holds the number two position in the telecom European market and the sixth, in the international sphere. This aspect encourages us to dig into which factors need to be considered to reach the zenith. We have focused on the international online marketing strategies that are used by telecommunication companies to establish and enhance brand image in the global market. With the example of Vodafone, the research concentrates on the intricacies of the relationship between brand image and online marketing strategies in order to enhance brand image internationally, in the context of the global telecom sector. For this purpose, two detailed online surveys were conducted to gather opinion about the effects of online marketing strategies on brand image. It also aims to find the gaps in the online strategies and improve them in order to boost up the brand image of Vodafone.