Vodafone launched its first only global communications.campaign in the beginning of August 2001
to reinforce its brand awareness and a global brand identity. Arun Sarin reiterated,
Throughout the past few years, Vodafone has done a terrific job of building brand awareness as
we have moved toward a single global brand. Beyond brand awareness, we want people to
understand that the Vodafone name represents great service, great value and great innovation.
When our name becomes synonymous with these attributes we will achieve brand preference
and expect to see our market share climb as a result.