Brand strategies of Jordanian telecommunications service providers

This article reports on an exploratory investigation into the brand strategy of the telecommunications service providers in Jordan, and thereby contributes to the limited research into brand strategy in both the telecommunications sector, and in the Middle-Eastern countries. The study demonstrates the extent to which the evolution of competitive strategy and brand strategy are interwoven, as well as generates a range of insights into successful brand strategies in this marketplace. It specifically responds to calls from other researchers for more research into brand strategy in the service sector in general, and the mobile phone industry more specifically. Data was gathered through semi-structured interviews with 12 managers with responsibility for branding and/or marketing and communications. The interviews explored respondents views on the nature of brand strategy and components of brand strategy, such as brand positioning, brand personality, brand identity, brand values, brand architecture and communications strategy. The discussion and conclusions summarise key findings under the following themes: perspective on and control of brand strategy, branding as a competitive tool, re-branding, brand values and brand communication strategies. © 2011 Macmillan Publishers.