BT's punt on sport has paid off, according to Brand Finance's annual Brands of British Origins survey. Its brand value has increased by 67 percent in the last year, almost solely down to the launch of
BT Sport which Brand Finance claims has "revolutionised" its positioning. It means BT breaks into the top 10 British brands for the first time with a move from 12th to 7th place. Vodafone has regained
the top spot from Shell, in second place, with HSBC, Orange and Tesco making up the top five.
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