Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

Spain‘s Telefónica is one of the largest telecommunication companies in the world and provides fixed-line and mobile telephone, internet, and data transmission services to customers mainly in Europe and Latin America. It is Europe‘s second biggest phone company, behind Deutsche Telekom. In 2009, Telefónica‘s brand value has increased by 32% to US$8.1 billion. In addition, its brand rating has remained stable at AA-.

Like BT, Telefónica was able to survive the recession with only a 2% fall in its revenues to €56.7 billion in 2009. More than a third of Telefónica‘s sales come from Spain which was affected by the recession. However, the company was able to outperform most of its European competitors due to the success of its operations in Latin America.

Telefónica is currently in the process of a major overhaul of its brands. In addition to the O2 brand in its European regions other than Spain, the company currently uses the Telefónica brand for its fixed line and broadband services in Spain and Latin America and the Movistar brand for its mobile services in these areas. The company intends to use the Movistar brand for all its mobile services in Spain and Latin America whilst keeping the O2 brand for the rest of Europe whilst the Telefónica brand will only be used at an institutional level. The launch of the new structure is expected to take place in the middle of 2010 and will be watched closely by analysts, given the complexity of the transition.

League tables

Telefonica appears in the following brand league tables:

Rank 81 in the Top 500 Telecom Brands 2012.
Rank 73 in the Top 500 Telecom Brands 2011.
Rank 96 in the Global 500 2010.
Rank 13 in the Top 500 Telecom Brands 2010.
Rank 5 in the Spain 100 2010.
Rank 101 in the Global 500 2009.
Rank 135 in the Global 500 2008.
Rank 138 in the Global 250 2007.