January 12, 2009

Best And Worst Of Brand Building Web Sites, 2008: Mobile Carriers

Forrester Applies Its Web Site Brand Review Methodology To The Sites Of Four Top Mobile Carrier Brands

This is the sixth document in the "Best And Worst Of Brand Building Web Sites, 2008" series.

by Ron Rogowski

with Rupa Shankar, Steven Geller

Executive Summary (This is a document excerpt)

The mobile carrier industry features some of the most recognized brand names in the US, like AT&T, Sprint, T-Mobile, and Verizon. But how good is the online brand experience offered by these companies? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to customers (Brand Action). This document will analyze the results and provide further recommendations on how mobile carriers can build brand online.

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