This document outlines recommendations for improving T-Mobile's brand management program. It suggests that T-Mobile should 1) develop positive feelings among current and potential customers through internet marketing campaigns, 2) build an online community for customers, and 3) promote its technology to entice customers from other carriers to switch. Key areas of focus include improving coverage, promoting smartphone options, creating viral video content, and tracking metrics to measure the success of brand initiatives. The overall goal is for T-Mobile to differentiate itself from competitors and establish a stronger customer community through an updated marketing strategy.

1. Brand Management Program

2. PositioningWe’re hereWe need to be hereResonanceLittle incentive to stay with T-MobileJudgmentsFeelingsInternet reviews are old and/or not positive

3. Very little positive feelings – users with good experience remain neutralImageryPerformanceUse celebs in ads

4. Use of color in logo make brand recognizable

5. Doesn’t offer features you can’t find with other carriers.Salience34 million U.S. subscribers – 4th largest U.S. carrier

6. Largest global carrier doing business in U.S. (150mm subscribers worldwide)We are going to use the internet to:1) Develop positive feelings for the brandwhich will2) build community among our current customersand3) entice others to switch to T-Mobile.Goals & Objectives

7. Brand ElementsLogo:URL: www.tmobile.comSlogan:Celebrity support: Commercials: Catherine Zeta Jones YouTube: partnerships with NBA (Charles Barkley, Dwayne Wade, Dwight Howard)For MyTouch: Avril Lavigne, Eric Clapton, many othersJingle:

8. Products - CoverageT-Mobile has mediocre coverage.

9. AT&T and Verizon have better coverage.Customers are asking for:More coverage in:

10. West

11. South

12. East coast

13. Improved coverage in:

14. MidwestAlthough T-Mobile offers 13 Smartphones, including 6 touch-screen phones:It’s been hard to compete with the iPhone (AT&T) and the Droid (Verizon).Why?Ads for touch screen phones were not prominent until the iPhone flooded the market.What do we do about it?Don’t keep new technology hidden…promote, promote, promote. Use existing technology to do it.Products - Phones