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Telefónica Brands

Telefónica approved a new brand model for the entire Group in early 2009. This model, which was launched firstly in Spain in May 2010, will be implemented throughout the next two years in every country where the Telefónica Group is present and will be one of the fundamental pillars of growth in the future.

The new brand model, part of the Company’s business approach, focuses on customers by evolving to meet their needs, which are evolving towards an increasingly convergent and global environment.

Considering the history, presence and strength of our brands, the current heterogeneous brand model, which is the result of growth and acquisitions, is being rearranged to a simplified regional model that speaks with one single voice to each target audience in order to strengthen the Telefónica Group’s position and take advantage of future opportunities.

Telefónica as a brand will play a corporate and institutional role all over the world with Movistar and O2. The brands under which the commercial offer will be structured in its respective countriesare Movistar for Spain and Latin American and O2 in the UK, Ireland, Germany, Czech Republic and Slovakia.

This new model maximizes the value of our brands and gives them enough flexibility to adapt to the new realities of our markets.

The new brand model is a key element in transforming the organization in order to build an even more integrated Group.

Commercial brands

Under the new brand model, Movistar and O2 are the brands that will articulate the Telefónica Group commercial offer with a clear focus on the customer.

The new brand model aims to promote the integrated operating model with an integrated offer of products and services in an increasingly convergent and competitive environment. This will simplify and homogenize the customer experience by creating emotional bonds that strengthen the trademarks vis-a-vis their competitors and make marketing and communication more efficient.

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Brands

Telefónica

The Telefónica brand will now have an institutional role for speaking with institutions, shareholders and investors, multinationals and large accounts, society and employees in every country where the Group operates.

Movistar

The new Movistar, is the background of this new reality for Spain and Latin America.

Movistar, with one single voice for both individual and business customers, brings together all the capacities of the leading integrated offer for the first time on a global level by placing customers in the centre of all our activity in order to build strong emotional connections and long-lasting relationships.

The Telefónica brand will now have an institutional role for speaking with institutions, shareholders and investors, multinationals and large accounts, society and employees in every country where the Group operates.

O2

The O2 brand is maintained as the trademark provided by the commercial offer for mobile, landline and broadband services in the United Kingdom, Ireland, Germany, Czech Republic and Slovakia. Within the new brand model, O2 establishes closer ties with all the Telefónica Group brands. The brand values: Bold, Open, Trusted and Clear are relevant for their markets and coherent with both the trademark Movistar and the institutional brand Telefónica

The Telefónica brand will now have an institutional role for speaking with institutions, shareholders and investors, multinationals and large accounts, society and employees in every country where the Group operates.

Vivo

Vivo is the mobile brand of Telefonica Group in Brazil. Launched in 2003, it is the leading brand in the Brazilian mobile telecommunication.

Vivo believes in the benefits of the networked society, promoting the connection between people and the easy access to information. Through its products and services, it promotes inclusion and connectivity to our customers in Brazil, increasing their possibilities and encouraging them to enjoy the best of connected life.

Vivo puts the individual at the center of its activity, establishing strong emotional connections with each one. Its values are enthusiasm, quality, trust, interaction, simplicity and sustainability.

Terra

Terra is the trademark provided by the offer of services and Internet content for Spain and Latin America.

Terra offers you a new way of experiencing the Internet; a unique, personal and custom-made experience that will broaden your personal and professional horizons by helping you achieve your objectives, goals, hopes and dreams.

The Telefónica brand will now have an institutional role for speaking with institutions, shareholders and investors, multinationals and large accounts, society and employees in every country where the Group operates.