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Telefónica Brands
Brand strategy and architecture
The brand architecture model defines the roles, criteria, and hierarchy among the Group brands, described through identity principles and a graphic system of coexistence among the brands. The following are the main characteristics:
Master brand
Telefónica, the master brand, with its institutional profile and the values associated to it, backs up and guarantees the commercial offer associated to commercial brands, endowing them with reputation.
Commercial brands
They provide the commercial offer with proximity and freshness, differentiation and relevance, turning it closer and credible. They also rejuvenate and refresh the "master brand".
Family brand system
The family system is reinforced through a solid and inseparable relationship. It is not a co-branding but a system that favours value feedback among the Group brands. The graphic system defines colours, codes, formats, styles, and typography that communicate the balanced and coherent vision of the Group.
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Telefónica
The Telefónica brand has a twofold role in the company. On the one hand it is the master brand in charge of backing up and ensuring the commercial offer associated to commercial brands and on the other it acts as the commercial brand in charge of operating the offer of fixed telephony and broadband in Spain and Latin America.
Movistar
Movistar is the commercial brand through which Telefónica relates to its clients and provides its mobile services for Spain and Latin America.
"Movistar is the solution to my real communication needs, wherever and whenever I want, always with the best service".
O2
O2 is the commercial brand that provides mobile, fixed and broadband services in the UK, Ireland, Germany, the Czech Republic and Slovakia.
Terra
Terra is the commercial brand that provides the offer of interactive services and contents for Spain and Latin America.
Terra offers to you a new way of experiencing the Internet, uniquely personal and tailored to your needs. It will expand your personal and professional horizons and help you achieve your objectives, goals, aspirations and dreams.