As confirmed by the Brand Finance Global 500 study published today, Deutsche Telekom has become the most valuable telecommunications brand in the world for the first time, beating Verizon and AT&T.
The British market research institute Brand Finance listed the German telco as the only European company in the top 10 in the overall ranking. As a result, Deutsche Telekom has moved up two positions compared to the previous year and now sits in a ninth place.
Deutsche Telekom is also the most valuable German brand of all time. In terms of Europe, the T remains the top-ranked corporate brand.
The most valuable brand worldwide is Apple, beating out Microsoft, Google, and Amazon, according to the ranking.
Brand Finance is publishing the international study today as part of the World Economic Forum in Davos.
Deutsche Telekom’s performance is based on its current brand value, the highest in the company’s history. According to the study, this came in at $73.3 billion. Growth compared to the previous year ($62.9 billion) amounted to 17%. Brand value has increased by 84% since 2020. During this time, Deutsche Telekom has moved from fourth place to become the strongest telco brand worldwide.
The British consultancy Brand Finance puts this significant increase in Deutsche Telekom’s brand value down to aspects such as positive economic and technological development. The group continues to score with sustainable investments in network quality, digital technologies, and customer service.
According to Brand Finance, Deutsche Telekom’s excellent network quality plays a decisive role when it comes to winning and retaining customers – both in Europe and in the United States. According to the experts, significant improvements in key brand indicators such as innovation, customer service, customer friendliness, value for money, and recommendation play a key role in increasing the brand’s strength.
The brand’s rating has increased from 79 to 83 out of 100 points, meaning that the brand has improved from an AA+ to an AAA- rating. The consistent global brand presence has allowed Deutsche Telekom to further strengthen its image as a global player.
Brand Finance is a London-based global and independent consultancy for brand valuation and brand analysis. The institute compiles the ranking of the 500 most valuable brands in the world by brand value in US dollars. The brand values are calculated on the basis of the license fees a company would have to pay if it did not own the brand. Those interested can find out more about the “Brand Finance Global 500” report at www.brandfinance.com.
