EE awarded “Superbrand” status


Operator is “youngest standalone brand” to make list of consumer superbrands awarded by The Centre for Brand Analysis

EE has been awarded “superbrand” status by the Centre for Brand Analysis just two years after it launched to the UK market.

The UK’s largest network was formed as part of a joint venture between Orange and T-Mobile, with the EE brand launched in October 2012.

It has now joined O2 and Vodafone on the list of the best performing brands in the UK, according to analysts TCBA.

According to the TCBA website, a superbrand has “established the finest reputation in its field. It offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise.”

This is judged on quality, reliability and distinction in its field. The process sees more than 2,500 UK consumers questioned about more than 1,500 brands.

EE director of brand Spencer McHugh said: “EE has built a superbrand – superfast. Since launch we have been committed to one purpose – to show people in the UK how the magic of technology can make every day better.

“Our brand has been built around a fundamental belief that through constant innovation we will be able to offer our customers everything they need from our network today and also guide them through the fantastic possibilities that technology will bring in the future.”

Vodafone and O2 also appear on the list, but all three mobile operators lost out to BT, which was recognised as the best brand in the telecommunications market.