Deutsche Telekom overtakes Verizon to gain the position as the world’s most valuable Telecoms brand for the first time, according to a new report from Brand Finance, the world’s leading brand valuation consultancy. Deutsche Telekom’s 17% brand value increase to USD73.3 billion can be attributed to a strong network and successful fibre deployment in Europe, along with 5G leadership in the US, elevating the brand’s connectivity perceptions and group service revenues. Brand Finance research underscores Deutsche Telekom’s leadership in customer satisfaction, lifting its Brand Strength Index (BSI) score to 83.0 out of 100.
etisalat by e&, e& Group’s telecom vertical, has become the world’s strongest telecoms brand, boasting a Brand Strength Index score of 89.4/100 and AAA rating. Thriving under the larger technology group and the leadership of top ranked telecoms Brand Guardian, Hatem Dowidar, the telecom operator has expanded into new markets through its Partner Market program and strategic acquisitions. Substantial investments have also been made in communication campaigns to promote brand awareness and the brand’s transformation from a traditional telco into a global tech company.
Savio D’Souza, Valuation Director, Brand Finance, commented:
“Amid pricing challenges, the race to integrate Generative AI offerings, and intense global competition, our research has revealed some considerable shifts within the telecoms sector. Both Deutsche Telekom and etisalat by e&’s steadfast commitment to brand building continues to pay dividends as they come out on top as the most valuable and strongest telecoms brands respectively, revealing the importance of a comprehensive global brand strategy in today’s dynamic market.”
Altice’s transformation of its Portuguese operations, from Altice Empresas to MEO Empresas, branded a MEO, has resulted in a 62% brand value increase to USD1 billion, making it the fastest growing telecoms brand. MEO Empresas’ branded revenue increase is the key driver of its brand value boost.
Huawei maintains its status as the most valuable and strongest telecoms infrastructure brand, despite a 30% drop in brand value. This follows Huawei’s continued US trade ban of over four years, hampering its business lines by limiting access to critical global technologies. Conversely, Huawei’s Brand Strength Index (BSI) did increase marginally to 80.6 out of 100, following the launch of its Huawei Mate 60 series, equipped with its self-developed Kirin 9000S chip, in its home market of China.
Ericsson increases its value 30% to USD3.4 billion, as the fastest growing telecoms infrastructure brand following a partnership with AT&T for a five-year network transformation and digitalization project, the largest financial agreement in Ericsson’s history.
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