Brand Marketing, April 2001(2)

As of the fourth quarter of 2000, the results of Brand Institute's survey show that AT&T is the most recognized brand name in the telecommunications category. The awareness level of the telecommunication giant more than quadrupled that of its closest competitor, Sprint.
Consumer Research

Consumer Research

AT&T is the leading provider of domestic and international long distance service to residential consumers in the United States. AT&T provides regular and custom long distance communications services which it offers individually and in combination with other services.

It is worth noting that Verizon (# 3) came in above AT&T's long time competitors, MCI Worldcom, BellSouth and GTE Corporation. It was only during the summer of last year that Bell Atlantic and GTE merged to become Verizon. Advertising does help to shape consumer perceptions, as the results of this survey suggest. The Verizon companies are the largest providers of landline and wireless communications in the United States, with 95 million access lines and 25 million wireless customers.

The respondents also evaluated brands listed in the telecommunications category on four key attributes convenience, quality, value, and customer service.

The results of this evaluation are available at www.brandpoll.com.
Consumer Research