| The British multinational mobile carrier Vodafone Group | | | | was demerged and declared fully independent from |
| Plc is based in Newbury, England. Talking about | | | | Racal Telecom Limited. That move brought about a |
| revenue, it is the world's largest and most successful | | | | new company name and the carrier was then called |
| mobile network company. As of the end of year 2009, | | | | Vodafone Group Plc. It went through another name |
| it has a standing market value of 71.2 billion GBP and is | | | | revision on June 29, 1999, following the decision to |
| able to provide telecommunication services to 31 | | | | merge the Group with AirTouch (AirTouch |
| countries with partner networks in 40 countries. | | | | Communications, Inc). It was then called "Vodafone |
| While China Mobile claims the top spot based on the | | | | AirTouch Plc". |
| number of subscribers, Vodafone Group is a close | | | | Vodafone Group Plc, the original name chosen since it |
| second reaching over 427 million clients worldwide. | | | | went independent, was finally brought back on July 28 |
| Due to administration changes, the carrier has been | | | | of the year 2000 after being discussed in the General |
| having trouble dominating in its home ground, but has | | | | Meeting and gaining approval from its shareholders. It |
| still maintained their status as a steady competitor in | | | | has retained the name ever since. |
| the third rank based on its revenue in the United | | | | Transparent Marketing |
| Kingdom. | | | | The company believes in making use of decent, legal, |
| Company Identity | | | | fair and transparent marketing plan. They maintain a |
| The name Vodafone comes from "voice data fone". | | | | high standard with regards to how true their |
| The name was chosen by the carrier in order to | | | | advertisement content is and they make sure that it |
| emphasize their services, specifically to "reflect the | | | | delivers a message which is sensitive to social groups |
| provision of voice and data services over mobile | | | | and different nationalities across the world. |
| phones". | | | | The coverage of their Responsible Marketing |
| Vodafone used to have a monochromatic logo with a | | | | Guidelines and campaigns extend to company-specific |
| white strike in the middle of the text. This was | | | | marketing as well as joint advertising with other |
| changed in the year 1997 when the Speech Mark logo | | | | affiliated brands. Any point-of-sale material, direct |
| was introduced as the new brand identity. As | | | | marketing content, advertising and regulated third party |
| suggested by its name, if one were to look closely at | | | | content found in the Vodafone network complies with |
| the logo, one would see a quotation mark with in a | | | | the guidelines set by the carrier. Country-specific |
| circle. It is a symbolism of a conversation, in order to | | | | regulations are also observed in their areas of service. |
| coincide with the company's telecommunications | | | | The terms apply not only to digital marketing, but also |
| services. | | | | to traditional media marketing. Their claims and |
| Beginnings of the British Carrier | | | | write-ups are thoroughly examined in order to avoid |
| The company was originally formed back in 1984 as a | | | | false advertising claims and to be able to portray the |
| subsidiary of Racal Telecom Limited (also known as | | | | correct image to the public. |
| Racal Electronics Plc). In September 1991, the company | | | | |