STRENGTH of brand is assessed by FutureBrand, the global brand consultancy.

It says: “In an industry in which competition between mobile networks is fierce and continuously changing, and complex tariffs confuse even the savviest customer, Carphone Warehouse has established its credibility by offering simple, impartial advice.

“In the eyes of consumers, this strong and increasingly relevant proposition has eclipsed the narrow remit suggested by its name, a move that has eluded some other service providers.

“Carphone Warehouse has grown at an impressive pace and is now Europe’s largest independent mobile phone retailer, operating under the Carphone Warehouse brand in the UK and Ireland, and Phone House in Continental Europe. However, with newcomers such as easyMobile entering the market, it is questionable how long Carphone Warehouse can maintain the exclusivity of its proposition.

“Carphone Warehouse is expanding into the fixed-line market and going head to head with strong, established brands that have significant advertising fire power, such as BT.”

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