Deutsche Telekom overtakes Verizon to become the world’s most valuable telecoms brand
Deutsche Telekom's brand value has increased by 17% to USD 73.3 billion, propelling it to the position of the world's most valuable telecoms brand, surpassing Verizon. Additionally, in Brand Finance's Global 500 2024, Deutsche Telekom secured the 9th spot globally across all sectors, making it the most valuable European brand.
Deutsche Telekom's customer momentum, driven by network strength, has boosted group service revenues, while successful fibre deployment in Europe, alongside 5G leadership in the US, have enhanced connectivity perceptions.
Brand Finance research highlights Deutsche Telekom's leadership in customer satisfaction metrics, driving a Brand Strength Index (BSI) increase to 83.0 out of 100. This consistent global brand delivery is reinforced by the introduction of Deutsche Telekom’s unified global claim, "connecting your world," completing its Global Brand Strategy with heightened international focus and customer perspective.
Despite a 6% brand value increase to USD71.8 billion, Verizon, last year's leader, has slipped to the second position in the ranking. Nevertheless, it maintains strong awareness and market share in the US, along with an improved reputation score. In an attempt to maintain market leadership in the US, Verizon has intensified promotional efforts in the highly competitive telecom industry.
Savio D’Souza, Valuation Director, Brand Finance, commented:
"Amid pricing challenges, the race to integrate GenAI offerings, and intense competition, Deutsche Telekom has emerged as the world's most valuable telecoms brand for the first time. Powered by resilient network infrastructure and customer-centric initiatives, Deutsche Telekom's sustained growth and improved connectivity services underscore its dedication to customer satisfaction and a comprehensive global brand strategy."
etisalat by e& claims title as strongest telecoms brand following investment and expansion
e& group’s telecom vertical, etisalat by e& (brand value up 12% to USD11.7 billion), has become the world’s strongest telecoms brand with a Brand Strength Index (BSI) score of 89.4. This score also makes it the strongest brand in the Middle East & North Africa, across all sectors.
The telecom operator has benefited from being part of a larger technology group, e&. Since the launch of the e& brand, the group has been branching out into new territories with its Partner Market scheme as well as undertaking some high-profile acquisitions and investments such as Careem, Vodafone, El Grocer and StarzPlay to provide new services to customers and returns for its investors. In addition, etisalat by e& and the e& group at large, have been investing heavily in a communication campaign around the launch of the e& brand.
Both the communication investment and group activities have resulted in improvements in the brand investment measure in the Brand Finance Brand Equity Monitor research, as well as feeding through into higher consideration and ultimately the highest BSI in the sector. Various activities contributed to this success, such as its continued activation of the Manchester City Football Club partnership, network leadership in 5G, innovative customer experience initiatives, and participation in global events including the Formula 1 Grand Prix in Abu Dhabi and COP28.
MEO sees the largest growth following brand transformation
Portuguese brand MEO has experienced a 62% brand value increase to USD1 billion, making it the fastest growing telecoms brand. In 2023, MEO's parent company Altice underwent a significant transformation in its Portuguese operations, leading to the transition of Altice Empresas to MEO Empresas, branded as MEO. As a result of this, MEO Empresas’ branded revenue has increased significantly, contributing to its brand value boost.
The essence of this rebranding was captured in the campaign titled "Yesterday we were... Today we are," which created a narrative of societal evolution towards a more human-centred, digitalised, distinct, and sustainable world. Leveraging the established values of the MEO brand, MEO Empresas introduces a tailored approach to the Portuguese business scene. According to Brand Finance’s consumer research MEO has also improved its perceptions for widespread coverage. The brand now holds the second strongest position in Portugal, following Vodafone (brand value down by 13% to USD14.6 billion), and is ranked highly on a global level.
Aligning with evolving business needs, MEO Empresas also prioritises sustainability and societal progress. MEO has experienced a significant enhancement in its environmental score according to Brand Finance's research. However, the brand still has some ground to cover to catch up with the current leader in this metric in the Portuguese market, namely Vodafone.