Giffgaff arrives on to the O2 UK network under its own umbrella as an online SIM-only network. Giffgaff brands it as the ’people powered’ network. Although Giffgaff will be using the O2 network, it will have and carry its own brand name and will not highlight O2 within brand recognition. The name Giffgaff translates into ‘to give and receive’. Loyalty to the brand via friend referral for example, will in return give the referrer discount off of top ups. Kylie Evans, Marketing ofthe Giffgaff brand said “…I am hoping the majority of our marketing is driven by consumers”.
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