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1、Telecoms 150 2024 The annual report on the most valuable and strongest Telecoms brands February 2024Brand Finance Telecoms 150 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Forword 4David Haigh,Chairman&CEO,Brand FinanceRanking Analysis 7Insights 18Brand Guardianship Inde

2、x 24Brand Spotlight 27Deutsche Telekom 28Ulrich Klenke,Chief Brand Officer stc Group 31Faisal Almalki,Brand Management GMe&34Hatem Dowidar,GCEOZain 42Bader Al Kharafi,Vice-Chairman&Group CEOdu 45Fahad Al Hassawi,CEOTelecoms Infrastructure 10 45Brand Value Ranking(USDm)47Methodology 50Our Services 56

3、Our teams have experience across a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wal

4、es,is the first brand valuation consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on tech

5、nical credibilityWe put thousands of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and

6、finance.For more than 25 years,we have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancy.For business enquiries,please contact:Richard HaighManagin

7、g DFor media enquiries,please contact:Penny ErrickerGlobal Press EFor all other enquiries:+44 207 389 ForewordBrand Finance Telecoms 150 4David Haigh Chairman&CEO,Brand FinanceBrand valuation helps companies understand the value of their brand and how it contributes to the overall value of the compa

8、ny.This important understanding can inform decision-making related to marketing and branding efforts,as well as provide a benchmark for future performance.It can also be used to help attract investors and secure financing,as a strong brand can be a valuable asset.Additionally,brand valuation can be

9、useful in the event of a merger or acquisition,as it can help determine the value of the brand being acquired.Overall,brand valuation helps organisations understand the worth of their brand and how it fits into their overall business strategy.A strong brand can lead to improved business returns in s

10、everal ways.First,a strong brand can help a company differentiate itself from its competitors and establish a unique identity in the market,which can lead to increased customer loyalty and retention.This,in turn,can lead to higher sales and revenue.A strong brand can also help a company command a hi

11、gher price for its products or services,as consumers are willing to pay more for a brand they perceive as high-quality and trustworthy.In addition,a strong brand can help a company attract top talent,as employees may be more attracted to work for a well-known and reputable brand.Finally,a strong bra

12、nd can provide a company with a competitive advantage and help it weather economic downturns or industry disruptions.This year,Brand Finance has invested more in researching and understanding customer perception of brands across the world than ever before,with original research taking place in dozen

13、s of jurisdictions globally.The report you are reading is based on this extensive original research,with the findings representing a catalyst for further conversations.If you want to help build a stronger brand,or if you want to better understand the value of your brand,please contact the Brand Fina

14、nce team and I anytime.I look forward to the conversation and helping to build a more profitable future for your Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand a

15、gainst industry standards for a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands fi

16、nancial significance.Enhance CommunicationDeepen your financial acumen and make well-informed decisions for corporate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used t

17、o determine your brands value,as well as brand equity research.Each report includes expert recommendations for growing brand value,driving performance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive covera

18、ge for market specific learnings that inform decision making.41 countriesBenchmark your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to track and learn fr

19、om fast growing brands,market disrupters,and market leaders.Understand your brands standing in the market,what its known for relative to the competition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finances Global Brand E

20、quity Monitor Research utilises a comprehensive framework to track and measure the core building blocks that underpin strong brands,while delivering nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with brands,are comple

21、x.As such they require attention,direction and measured support if theyre to fulfil their potential.Our brand equity reports deliver expert insight and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataRanking AnalysisTelecoms landscape shifts:Deutsche Te

22、lekom wins status as worlds most valuable telecoms brand,while etisalat by e&becomes the strongest.+Deutsche Telekom overtakes Verizon to become the worlds most valuable telecoms brand +etisalat by e&claims title as strongest telecoms brand following investment and expansion+MEO sees the largest gro

23、wth following brand transformation +Verizon is the Americas most valuable telecoms brand,Telcel is the strongest +Swisscom is Europes strongest telecoms brand,showing high reputation scores +stc leads for brand value and etisalat by e&leads for brand strength in Middle East+China Mobile and Viettel

24、lead for brand value and strength in Asia +Telstra is Australasia most valuable and strongest telecoms brand Brand Finance Telecoms 150 9Ranking AnalysisDeutsche Telekom overtakes Verizon to become the worlds most valuable telecoms brand Deutsche Telekoms brand value has increased by 17%to USD73.3 b

25、illion,propelling it to the position of the worlds most valuable telecoms brand,surpassing Verizon.Additionally,in Brand Finances Global 500 2024,Deutsche Telekom secured the 9th spot globally across all sectors,making it the most valuable European brand.Deutsche Telekoms customer momentum,driven by

26、 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 Telekoms leadership in customer satisfaction metrics,driving a Brand Strength Index(BSI

27、)increase to 83.0 out of 100.This consistent global brand delivery is reinforced by the introduction of Deutsche Telekoms 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 U

28、SD71.8 billion,Verizon,last years 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 i

29、n the highly competitive telecom industry.Brand Finance Telecoms 150 10Ranking AnalysisTop 10 Most Valuable Telecoms Brands 2024 Brand Finance Plc.202441531098726+17%+6%-1%+2%-15%+10%-13%-20%210000002$73.3 bn$71.8 bn$49.3 bn$44.2 bn$31.1 bn$20.3 bn$14.6 bn$14.2 bn1 +4%$30.0 bn +18%$27.5 bn Amid pric

30、ing challenges,the race to integrate GenAI offerings,and intense competition,Deutsche Telekom has emerged as the worlds most valuable telecoms brand for the first time.Powered by resilient network infrastructure and customer-centric initiatives,Deutsche Telekoms sustained growth and improved connect

31、ivity services underscore its dedication to customer satisfaction and a comprehensive global brand strategy.Savio DSouza,Valuation Director,Brand FinanceBrand Finance Telecoms 150 11Ranking AnalysisTop 10 Strongest Telecoms Brands 2024 Brand Finance Plc.202441531098726+0.3+4.2-2.4-1.3+1.1-1.0+3.8-1.

32、122112121289.489.489.388.988.187.786.786.21 -0.488.1 +0.788.0 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 a

33、ctivation 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

34、has experienced a 62%brand value increase to USD1 billion,making it the fastest growing telecoms brand.In 2023,MEOs 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 thi

35、s,MEO Empresas branded revenue has increased significantly,contributing to its brand value boost.etisalat by e&claims title as strongest telecoms brand following investment and expansione&groups telecom vertical,etisalat by e&(brand value up 12%to USD11.7 billion),has become the worlds strongest tel

36、ecoms 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 ou

37、t 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

38、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 Brand Finance Telecoms 150 12Brand Value Change 2023-2024(%)Brand Finance Plc.2024Ranking Analysis62%46%45%32%30%28%27%25%2

39、5%24%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,digitalized,distinct,and sustainable world.Leveraging the established values of the MEO brand,MEO Empresas introduces a

40、tailored approach to the Portuguese business scene.According to Brand Finances 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 hig

41、hly on a global level.Aligning with evolving business needs,MEO Empresas also prioritizes sustainability and societal progress.MEO has experienced a significant enhancement in its environmental score according to Brand Finances research.However,the brand still has some ground to cover to catch up wi

42、th the current leaders in this metric in the Portuguese market,namely Vodafone.Regional AnalysisBrand Finance Telecoms 150 13Brand Finance Telecoms 150 14AmericasAlthough slipping to the position as the second most valuable telecoms brand globally,Verizon remains the most valuable telco in the Ameri

43、cas.The brand continues to maintain the highest levels of awareness,familiarity and consideration in the US market,along with the largest market share(34.1%)across the country.Additionally,Verizons reputation score has improved by 31%,likely attributed to expansions in its home internet services,upg

44、rades in their fiber network,and a focus on transforming their network core to enhance customer experiences.Regional AnalysisMost Valuable&Strongest Brands Per Region 2024 Brand Finance Plc.2024However,challenges have emerged for the brand this year as customer spending has decreased,impacting its a

45、bility to keep up with rivals in subscriber growth.Brand Finances research indicates that Verizons value for money ranks 23rd out of 32 among US telecom brands.While this is comparable to AT&T(brand value down 1%to USD 49.3 billion)and Xfinity(brand value up 4%to USD 30 billion),Verizon faces mounti

46、ng pressure to maintain its market leadership in an intensely competitive landscape.This pressure is evident through Verizons increased promotional efforts,giveaways,and discounts aimed at competing with AT&T and T-Mobile US.Most Valuable BrandsStrongest BrandsBrand Strength Index (xx.x/100)BSIBrand

47、 Value$71.8 bnBrand Value$8.3 bnBrand Value$73.3 bnBrand Value$13.9 bnBrand Value$44.2bnAmericasAsiaBSI 88.1BSI 89.3BSI 89.4BSI 89.4BSI 83.4EuropeMiddle EastAustralasiaBrand Finance Telecoms 150 15Regional AnalysisMexicos Telcel(brand value up 13%to USD3.3 billion)is the strongest telecoms brand fro

48、m the Americas,and sixth strongest telecoms brand globally with a BSI score of 88.1/100.In April 2023,Telcel significantly expanded its 5G network coverage,enabling 68 million prepaid users to access the 5G network,extending coverage throughout the country and reaching over 80 million Telcel custome

49、rs.Presently,Telcels 5G network spans over 100 cities,establishing itself as the largest next-generation network in Mexico,ensuring widespread access to technology across various sectors such as education,healthcare,productivity,and entertainment.This initiative aligns with Telcels commitment to bri

50、dging the digital divide in Mexico.As a result,Telcel garners strong ratings for widespread coverage,securing the fourth position globally for this metric.Brand Finances research further highlights Telcels strong customer service perception,with the general public across Mexico perceiving it as the

51、easiest telecom brand to interact with.EuropeWhile Deutsche Telekom leads in brand value among telecom brands in Europe,Swisscom(brand value up 5%to USD6.7 billion)boasts the highest brand strength.With a Brand Strength Index Score of 89.3,Swisscom stands as the strongest telecom brand in Europe.Not

52、ably,it has consistently ranked within the top 3 for brand strength in the Telecoms 150 ranking since 2021,showcasing its brand resilience.Swisscoms robust reputation bolsters its brand strength,evident in the exceptional reputation score it attained in Brand Finances Global Brand Equity Monitor ana

53、lysis for the telecom sector.Our research confirms Swisscom as the most reputable telecom brand in Europe and the third most reputable globally.Swisscom is continuing to invest in its strong reputation as well as innovation within the sector.This includes investments exceeding CHF 100 million in the

54、 development of AI solutions.Furthermore,the company continues to prioritize network expansion,with substantial investments in optical fiber technology,which will eventually replace copper infrastructure in the long term.Brand Finance Telecoms 150 16Swisscom has also demonstrated solid brand value g

55、rowth,securing the 22nd position among the top 25 most valuable telecom brands globally,with a brand value of USD6.7 billion.The collective brand value of the European brands featured in the top 150 now accounts for 31%of the rankings overall value.Middle Eaststc is the most valuable telecoms brand

56、in the Middle East,up 12%to USD13.9 billion.stc has taken significant strides in its expansion strategy in both size and scope,creating an integrated system of subsidiaries specialised across digital infrastructure,the Internet of Things,cloud computing,cybersecurity,business outsourcing services,in

57、 addition to telecommunications and recent extensions of the brand into fintech with stc Pay/Bank and entertainment with stc TV and stc Play.stcs acquisition of an interest in Telefonica,one the largest telecommunications companies in the world,marks a key milestone in stcs growth journey in 2023.Th

58、e stc brand has also strengthened further this year,playing an important part in enabling stcs commitment to ongoing growth and diversification.stc now holds the position as the fifth strongest telecoms brand,gaining five positions in the rankings from last year and achieving a Brand Strength Index

59、score of 88.1/100.e&Groups telecom vertical,etisalat by e&,claims the title as the strongest telecom brand globally,and therefore,in the Middle East.The telecom operator has thrived as part of e&,expanding into new markets through its Partner Market program and significant acquisitions and investmen

60、ts.AsiaThe worlds fourth most valuable telecoms brand,China Mobile(brand value up 2%to USD44.2 billion),is also the most valuable telco in Asia.Its strong growth in the 5G market is reflected in robust revenues and forecasts,with its enterprise value nearly doubling over the past year.With a vast cu

61、stomer base and a track record of high profitability,low debt,and stable operations,China Mobile remains resilient even amidst economic downturns.Regional AnalysisBrand Finance Telecoms 150 17Regional AnalysisChina Mobile has made substantial investments in new infrastructure to enhance its domestic

62、 market services.Collaborating with Huawei,the brand has constructed a 3,000km internet network linking Beijing to southern China.Through this,China Mobile claims to have developed the worlds first internet network achieving a stable and reliable bandwidth of 1.2 terabits per second,significantly su

63、rpassing typical global speeds.In 2023,the brand integrated AI into customer service,unveiling two Jiutian Mass Calculation models to leverage historical data.It also introduced the Dayin Platform,a digitalized management platform for comprehensive service quality management.This platform uses custo

64、mer perception data and employs big data,AI,and other technologies to enhance the entire customer experience.As a result,China Mobile achieved the top ranking for customer service among telecom brands in China and holds the 9th position globally among telecom companies.Vietnams Viettel(brand value s

65、table at USD8.9 billion)is the strongest telecoms brand in Asia with a Brand Strength Index(BSI)score of 89.4,along with an AAA brand rating.This high BSI highlights Viettels strong resonance with its audiences on its digitalisation and sustainability commitments.Brand Finances research found increa

66、sed customer evaluations for innovation,environment and community metrics in its primary domestic market of Vietnam.AustralasiaDespite a small brand value decrease,Australias Telstra(brand value down 6%to USD8.3 billion)remains the most valuable telecoms brand from the Australasia region.It is also

67、the strongest telco from the region with a Brand Strength Index(BSI)score of 83.4 out of 100.Telstras decrease in brand value was mainly due to a slightly lower BSI score in 2024.This came from lower brand investment metrics in Brand Finances research.Telstra has however continued to make cybersecur

68、ity one of its priorities.Last year,it announced its collaboration with the Commonwealth Bank and unveiled a new pilot tool called the“Scam Indicator”to safeguard customers from falling victim to financial scams carried out through phone calls.This initiative underscores Telstras commitment to custo

69、mer safety and suggests one strategy by which it might be able to bolster its brand strength in the future.InsightsBrand Finance Telecoms 150 19What drives consideration in the telecom sector?Amine Essoufi Research Manager,Brand FinanceThis year,the Brand Finance Equity Monitor research covered 48 s

70、ectors in 41 domestic markets.The telecom sector is the second most researched sector in the Global Brand Equity Monitor,with 18581 respondents assessing 259 brands.Key takeaways for brands:+Great customer service is growing in importance in driving choice and is a top 3 consideration driver across

71、all geographies.+Coverage perception continues to be crucial in driving consideration especially in the US and amongst the older generation.+The youth segment prioritise value for money;sustainability and data safety are also increasingly important for the younger generations.We have run a regressio

72、n analysis using consideration of the telecom brands as a dependent variable and the different brand attributes&associations as independent variables.The drivers analysis identifies the brand associations that are more likely to impact brand choice.The global results from our 2024 Brand Finance Bran

73、d Equity Monitor research suggest that three attributes share almost the same level of importance in driving consideration for telecom brands:Great customer service,Good coverage in all places as well as Trustworthiness.In 2024,Great customer service has grown in importance and rose from the fourth

74、rank of consideration drivers last year.Customer service has always been a crucial factor in the success of a telecom brand.Brand Finance Telecoms 150 20Insights|What drives consideration in the telecom sector?Good coverage in all placesEasy to deal withTrustworthyExcellent website&appsGreat custome

75、r serviceGreat value for moneyPuts their customers firstThis brand supports causes that I care aboutModernKeeps customers data completely secureOpen and honestInnovativeCoolGenuinely offer something differentReduces the negative effects of its operations0%3%6%9%12%15%Global drivers of consideration

76、Brand Finance Plc.2024Each customer has their own preference regarding the communication channels or may prefer different channels depending on the problem.Being prepared to meet these increasing demands is key for a telecom brand globally.Good coverage in all places is the second driver of consider

77、ation for telecom brands at a global level.This suggests that the good functionality of the network and its capacity to serve the more remote geographical areas are dominant.This is increasingly relevant with the rise of artificial intelligence which is creating growing excitement,likely boosting de

78、mand for fast and stable internet coverage at any time of the day and across all areas.Trustworthiness is not far behind in terms of importance and ranks third among the drivers of consideration for a telecom brand globally.Great value for money,Easy to deal with,and Excellent website&apps complete

79、the list of top 6 drivers.Brand Finance Telecoms 150 21Drivers analysis by regionLooking at the drivers of consideration for telecom brands from a regional perspective shows some differences in the aspects users prioritise.Drivers of consideration by region Brand Finance Plc.2024Good coverage in all

80、 placesEasy to deal withTrustworthyExcellent website&appsGreat customer serviceGreat value for moneyPuts their customers firstThis brand supports causes that I care aboutModernKeeps customers data completely secureOpen and honestInnovativeCoolGenuinely offer something differentReduces the negative e

81、ffects of its operations0%5%10%15%20%25%Europe Americas APAC MENA AfricaInsights|What drives consideration in the telecom sector?EuropeAmericasAPACMENAAfricaGreat customer service2nd2nd1st3rd3rdGood coverage in all places3rd1st2nd2nd5thTrustworthy1st4th3rd4th4thBrand Finance Telecoms 150 22In Europe

82、,Trustworthy is the primary driver of choice when considering a telecom brand.For a market dominated by postpaid users,the fear of hidden charges might be the reason trust is so valuable in Europe.In the Middle East,Excellent website&apps is distinguished as the primary driver of consideration for t

83、elecom brands.This illustrates the key role that telecom operators apps play in the customer journey in the Gulf markets,offering their users a variety of services such as utility bill payment,money transfer,rewards&deals,etc.In Africa,the 3 primary drivers Great Customer service,Good coverage in al

84、l places and Trustworthiness have less impact on consideration.In this region,Great value for money is the primary driver,with a significant gap vs.the second important attribute in the market:Easy to deal with.Many countries across the African continent are value-driven markets where users are look

85、ing for low-price options for telecom services.In APAC,Great Customer service is ranked 1st in terms of importance this is the primary driver of consideration globally,and it is particularly key in this region.In the Americas Good coverage in all places is the top driver this is the second driver of

86、 consideration globally,and it is particularly key in this continent.For such a vast area,mobile network operators challenge is to ensure signal strength,signal quality,and service availability across Urban and Rural locations,as they continue to roll out infrastructure upgrades.Insights|What drives

87、 consideration in the telecom sector?Top drivers of consideration by Age group Brand Finance Plc.2024Good coverage in all placesEasy to deal withTrustworthyExcellent website&appsGreat customer serviceGreat value for moneyPuts their customers firstThis brand supports causes that I care aboutModernKee

88、ps customers data completely secureOpen and honestInnovativeCoolGenuinely offer something differentReduces the negative effects of its operations0%5%10%15%20%18-24 25-34 35-44 45+Brand Finance Telecoms 150 23Insights|What drives consideration in the telecom sector?The age of the user plays a signifi

89、cant role in determining the key factors influencing their choice of telecom brand.We can observe that the importance of Great customer service increases as the users get older.Those aged 45 years old or above are also primarily driven by Good coverage in all places while the youth aged 18-24 tend t

90、o prioritise Great value for money.This illustrates the price sensitivity within this demographic.It is also notable that younger people aged 18-24 are keener on data privacy or engagement with causes vs.other segments.Derived importance of Keeps customers data completely secure and This brand suppo

91、rts causes that I care about is stronger among this group vs.older generations,Indicating how sustainability-related practices as well as state-of-the-art cybersecurity practices and systems are crucial to attracting the younger generation.Brand Guardianship IndexBrand Finance Telecoms 150 24Brand F

92、inance Telecoms 150 25The Brand Guardianship Index evaluates the performance of chief executives according to how well they manage and grow their companies brands.The resulting ranking is informed by the results of an original survey of over 1,500 equity analysts and journalists and 3,500 informed g

93、eneral public.The top 100 ranking is comprised from a sample of over 500 chief executives or equivalents of the worlds top companies with at least one brand featured in the annual ranking of the worlds top 500 most valuable brands the Brand Finance Global 500.The Telecoms Brand Guardianship Index in

94、cludes the top 10 CEOs or equivalents from the telecoms industry.Hatem Dowidar,Group CEO of e&,has retained his position as the top-ranked telecoms brand guardian for the second year running,following his key role in driving e&s transformation from a traditional telco into a global tech company.Bran

95、d Finances research highlighted that Dowidar was perceived particularly strongly around his ability to inspire positive change,and his long-term vision and defined strategy.Dowidar has been pivotal in e&s investments in key players like Vodafone and Careem,and the initiation of strategic acquisition

96、s such as PPF Telecom and Telenor Pakistan.These moves have driven e&s innovation agenda,accelerated digital transformation,and broadened its market reach.They have also garnered positive coverage of Dowidars role,enhancing familiarity and approval among stakeholders.Dowidars leadership also extends

97、 to building a brand led organisation,nurturing a purpose-driven culture and engaging employees in realising the brands values and goals,by prioritising diversity,equality,and inclusion initiatives.These include introducing HR technologies,such as blockchain-powered HR credentials and AI-driven solu

98、tions.Dowidars increased employee approval,one of the key metrics in the study,reflects his ongoing success in this area.CEO of Deutsche Telekom,Tim Httges,is the second highest ranked telecoms brand guardian,having overseen Deutsche Telekoms accession as the worlds most valuable telecoms brand,and

99、9th most valuable brand globally across all sectors,in 2024.Brand Guardianship IndexBrand Finance Telecoms 150 26Httges has been central in T-Mobiles success in the fiercely competitive US telecom market.Since assuming the CEO role in 2014,Httges has made substantial investments in the T-Mobile divi

100、sion.For example,the acquisition of Sprint in 2020 has been key in Deutsche Telekoms transformation into a global telecom player,helping expand its network coverage and reach in the US.Under Httges leadership,Deutsche Telekom has also solidified its Global Brand Strategy with a renewed unified globa

101、l claim,“connecting your world.”This underscores the companys heightened international focus and customer perspective,reflecting Httges commitment to fostering a strong and resilient global brand.Sunil Mittal,founder and Chairman of Airtel,ranks among the top three leaders in the telecoms sector.Mit

102、tal is recognised for steering Airtel to prominence as one of Indias largest telecom operators,serving over 500 million customers across South Asia and Africa.Beyond his business achievements,Mittal is also celebrated for his extensive philanthropic efforts across India,which have also boosted famil

103、iarity and positive sentiment.Brand Guardianship IndexTop 10 Telecoms CEOs 2024 Brand Finance Plc.20244153109872672.269.268.468.367.362.461.961.4 65.0 64.1 Hatem DowidarRuiwen KeTim HttgesJie YangSunil MittalDarren EntwistleBader Al-KharafiJos Maralvarez-Pallete LpezRalph MupitaSalman Bin Abdulaziz

104、Al BadranBrand SpotlightBrand Finance Telecoms 150 28 Deutsche TelekomBrand ValueUSD73.3 bn+16.5%#12Brand StrengthBSI 83.0+4.3#242Brand Finance Telecoms 150 29Interview with Ulrich KlenkeUlrich Klenke Chief Brand Officer,Deutsche TelekomIn Brand Finances rankings,T has become the worlds most valuabl

105、e telecoms brand and the most valuable German brand of all time.What do you think have been the key contributing factors to this incredible achievement?The amazing results confirm the importance of our work,and that Deutsche Telekom is on the right track.In recent years we not only implemented a con

106、sistent global brand strategy but also relentlessly invested in our network quality and crucial customer-oriented initiatives.It seems like now,it has all come together.In 2023,for the first time ever,nine out of our ten markets in Europe have achieved the number one position in customer satisfactio

107、n.In addition,our emerging leadership in network performance throughout Europe and the US,significantly contribute to bolstering brand perceptions.Beyond our commitment to excellence,I think people have now noticed that in an increasingly digital world,the company is willing to take active responsib

108、ility for both our customers and the society as a whole.We are proud that the T is increasingly perceived as a strong symbol for the connection of people,because in the end,its all about the infinite opportunities and the social togetherness connectivity can provide.Brand Finance Telecoms 150 30Bran

109、d Spotlight Deutsche Telekom|Interview with Ulrich KlenkeThis year,you introduced the inaugural unified global claim for the group:Connecting your world.How will this unified global claim be implemented in day-to-day operations to surpass competitors and ignite additional growth?For us the brand cla

110、im,above all,is a powerful tool to support our global brand approach“One company.One brand”.For the very first time,every country organization shows commitment to one common brand concept by using the same tagline,in the same language.This brings us closer to our goal of creating one global voice fo

111、r the digitalization of private and business customers.Beyond this,the brand claim is easy to understand and covers both the human and the technological side of connectivity.In daily operations it suits all different contexts and offerings of our multi-layered company.But what I like most about it,i

112、s that“Connecting your world.”places the primary focus on our customers and thus puts their requirements and expectations at the heart of our activities.Looking ahead,what future plans and strategies does T have in place to further strengthen the T brand and continue the growth of its brand value?We

113、 know that we can still improve in terms of implementation of our global brand approach and cross-national business and communication activities.Examples like the successful Europe-wide Christmas campaign,or the fantastic spill overs from the Formula 1 engagement of our US colleagues last year in La

114、s Vegas,show the huge potential of international collaboration and present Deutsche Telekom as a true global player.In addition,we wont stop further integrating our subsidiaries under the T brand umbrella to constantly strengthen brand consistency and to expand our geographical footprint.A digital w

115、orld knows no borders and industry boundaries are increasingly disappearing.Global customer experience and requirements will continue to grow.We understand that we have to transform ourselves towards a“digital telco”platform driven,with highly scalable,cross-national propositions.A strong global bra

116、nd can help to make this change visible and provide guidance beyond national borders.Brand Finance Telecoms 150 31stcBrand ValueUSD13.9 bn+12.3%#110Brand StrengthBSI 88.1+1.1#52Brand Finance Telecoms 150 32Interview with Faisal AlmalkiFaisal AlmalkiBrand Management GM,stc Groupstc Group has been rec

117、ognized for the fourth year in a row as the most valuable telecoms brand in the Middle East.What are stcs biggest advantages in ensuring this continued success?We are delighted to receive this recognition again,a testament to our teams exceptional leadership and forward-thinking mindset.Our success

118、is down to two main factors.First,we are continuously exploring new digital frontiers,providing innovative solutions and experiences to our customers and are committed to position stc as a first mover in using best-in-class technology and infrastructure this distinguishes us in the industry as a cha

119、mpion of digital transformation.Second is our global growth mindset,finding innovative ways to connect people worldwide.stc Group comprises of 13 subsidiaries across Saudi Arabia,the Middle East,North Africa and Europe.In 2023,we expanded our global footprint even further by acquiring a 9.9%interest

120、 in Telefonica and launching TAWAL operations in three European countries.Over the past year,stc Group has focused on diversifying our global offer to connect people across countries and continents.With an increased global presence,we are strengthening our brand.This year stc Group was also the firs

121、t consumer brand in the Middle East to enter the 150 most valuable brands.What,in your view,has made this achievement possible?We have consistently raised our game.We launched our DARE 2.0 strategy a few years ago to ensure we fully embrace our digital enablement mandate,accelerate our performance,i

122、mprove our customer experience,and expand our scale and scope.We understand the need to be at the forefront for example,our subsidiary iot squareds acquisition of Machinestalk raised stc Groups position as a frontrunner in the IoT sector.It is also down to our staff and colleagues.This achievement m

123、ade possible through the talented people working at stc Group a company is only as great as those who embody its mission.We are committed to nurturing local talent,a fundamental aspect of our success.Looking ahead,what plans does stc Group have in place to further strengthen the brand and continue b

124、rand value growth?stc Group recognizes our brand as a dynamic driver of growth,aligning with our ambitious expansion strategies.Embracing the concept of value multiplication,we have transformed our brand team into a comprehensive department responsible for managing and cultivating the brand equity a

125、cross our entire portfolio.In the past year,this evolution has sharpened our focus on both protecting and enhancing brand value,emphasizing that our brand transcends a mere logo or nameit symbolizes our journey and achievements.We are dedicated to developing a robust brand management function that n

126、ot only propels our business objectives but also enhances operational efficiency across the group.Brand Finance Telecoms 150 33Brand Spotlight stc|Interview with Faisal AlmalkiA pivotal aspect of our brand strategy involves championing digital empowerment to support the Kingdoms Vision 2030 and acti

127、vely participating in the sustainability conversation.As part of this commitment,weve established a Sustainability Innovation Hub in partnership with fellow GCC telecom companies.Our collective goal is to synergize technology and climate action,paving the way for a sustainable,low-carbon economy.Thr

128、ough strategic brand leadership,stc Group is poised to navigate future challenges,foster digital enablement,and contribute to a greener worldall while driving our brands value to new heights.Brand Finance Telecoms 150 34Brand ValueUSD11.7 bn+11.8%#122Brand StrengthBSI 89.4+0.3#12etisalat by e&Brand

129、Finance Telecoms 150 35Interview with Hatem DowidarHatem Dowidar GCEO,e&Collaboration and partnerships have become crucial elements in todays interconnected world.How has e&fostered strategic alliances,and what role have these partnerships played in driving brand value growth?We believe in harnessin

130、g the power of collaboration and building ecosystems with partners whose synergy aligns with our growth vision to stay nimble,adaptable and future-ready.Through partnerships with private and public sectors and investments in startups,we have brought diverse perspectives and expertise to every area o

131、f our business growth,from leveraging new-gen technologies to driving sustainability.Together,we are co-creating solutions that drive innovation.In 2023,we broadened our horizons with investments in Vodafone,followed by the binding agreement to acquire a majority stake in PPF Telecom expanding into

132、Central and Eastern Europe.Most recently,we expanded our operations in Pakistan with the 100%acquisition of Norwegian telecoms company Telenors local unit to serve the growing South Asian telecoms market.This combined the strengths of PTCL and Telenor Pakistan,creating synergies for innovation,marke

133、t strength,and broader customer reach,accelerating their digital transformation journey.Additionally,the$400 million investment in Careem expanded our range of services and digital offerings for consumers while propelling our transformation into a global technology group.Brand Finance Telecoms 150 3

134、6Brand Spotlight e&|Interview with Hatem DowidarFurther acquisitions of elGrocer,Smartworld,and a merger with Khazna,highlight expansion beyond the telecoms sector,while the acquisition of STARZPLAYs reinforced our commitment to international expansion in the entertainment and financial technology d

135、omains.We are also strengthening our presence in fintech,entertainment,and SuperApps,shaping the future of personalised digital experiences worldwide.Leading the digital transformation journey across the business sector,e&enterprise made considerable achievements with acquisitions and strategic part

136、nerships.e&enterprise acquired a majority stake in Beehive,MENAs leading peer-to-peer digital platform,tapping into opportunities in the Small and Medium Enterprise(SME)lending market.Marking the next step in e&enterprises expansion,this showcased its commitment to opening new avenues of growth acro

137、ss the UAE and wider region,while enabling Beehive to scale its business and offerings.Our venture capital arm,e&capital,led the investment in companies like almentor,which excels in Arabic content for video learning,and Ikigai Labs,focused on democratizing and enhancing accessibility to AI.Another

138、collaboration focus for e&is sustainability and green technologies.We recently launch the Innovation Hub in partnership with the GCC Sustainability Alliance.This is a central ecosystem to lead the efforts in decarbonising the telecom industry.We also collaborated with Huawei to deploy the regions fi

139、rst net-zero 5G Massive MIMO site across the Expo City Green Zone,powered entirely by renewable energy.As part of our Environmental,Social and Governance(ESG)standards,our collaboration with the global organisation Code.org aims to promote computer science and software education in markets where our

140、 group operates across the Middle East,Asia,and Africa.Brand Finance Telecoms 150 37Brand Spotlight e&|Interview with Hatem DowidarEmployee engagement can significantly impact brand perception.How does e&involve employees in contributing to and aligning with the brands values and goals?With people a

141、t the heart of our success,e&s human capital and talent are core drivers focused on creating a purpose-driven culture with a competent,engaged and diverse workforce at every level.This aligns with our human capital vision to transcend the organisation to enable a healthy and agile culture that drive

142、s accelerated performance.The future will be transformational,with a dual focus on performing and transforming by allocating equal time,energy and resources to both.More importantly,e&will keep digital at its core by embracing breakthrough technologies.We recognise the central role that our employee

143、s play as change agents in our business transformation.We have brought their efforts closer to e&s global vision,modernising our HR technology portfolio with blockchain and introduced AI-powered solutions,chatbots and blockchain-powered HR credentials,focusing on a technology-leading employee experi

144、ence.Our commitment to diversity,equality and inclusion principles has produced tangible results,with a 50%increase in women in senior management positions at the VP level and above.In addition,65%of management positions are now held by UAE nationals.We have also introduced flexibility and inclusivi

145、ty benefits such as the Work from Anywhere programme.Recently we also announced a four-day workweek trial across three departments in etisalat by e&.Our initiatives to train staff in Emirati sign language and develop web extensions for those with autism also underlines our commitment to being inclus

146、ive and globally responsive.We are modernising our workplace strategies,and with that,our employees contribution to the future of our business.Brand Finance Telecoms 150 38Given the rapidly evolving tech landscape,which technology trends will have the most significant impact on customers and their b

147、ehaviour in the near future?What is e&s strategic approach to stay ahead of emerging trends?For telecom providers,opportunities for the future lie in moving from connectivity to providing comprehensive solutions.This has been the foundation of e&s evolution from a telco to a technology company.As di

148、gital technologies such as AI,IoT and cloud take centre stage,we believe that there is a lot of room to extend our remit in several directions.For example,we are harnessing the power of digital technologies such as 5G,Internet of Things(IoT),and Artificial Intelligence(AI).In line with our ambitions

149、 and transformation journey is the recent creation of the Group AI&Data department at e&.This will accelerate AI and Data Analytics strategies across the group to become an AI first organisation revolutionising both the way we operate internally,as well as how we solve the evolving needs and demands

150、 of our customers.This department will integrate AI into all aspects of e&operations,leveraging its full potential through agility and innovation.It will achieve this by forging impactful alliances while simultaneously fostering the next generation of data scientists to lead and execute these AI ini

151、tiatives.At e&,we are in a unique position to reshape the industrys future,and we are investing in these technologies to develop new products and services that leverage them.Building a more sustainable future remains our priority.We have followed the UAEs sustainability ambitions,resulting in e&s co

152、mmitment to a net-zero emissions mandate for its UAE and global operations by 2040.Through collaborations with industry leaders,not only do we aim to reshape the sector,but we also want to inspire others to embrace the dynamic changes within the telecom landscape and evolve profitably and sustainabl

153、y.Brand Spotlight e&|Interview with Hatem DowidarBrand Finance Telecoms 150 39ZainBrand ValueUSD3.0 bn+11.0%#482Brand StrengthBSI 81.5+3.4#322Brand Finance Telecoms 150 40Interview with Bader Al KharafiBader Al Kharafi Vice-Chairman&Group CEO,ZainThis year Zain hit the$3 billion Brand Value mark and

154、 became a AAA-brand.What are Zains biggest advantages in ensuring its continued brand success?Since the introduction of the Zain brand in 2007,it has established a proud history in the Middle East region,successfully inspiring our customers as we implement our brand values of radiance,heart and belo

155、nging in all aspects of the business.Our operations are firmly embedded in the societies we operate,and our corporate sustainability activities across our eight-country footprint reinforce the fact that one of our primary objectives is to deliver meaningful connectivity and creating systemic change

156、to empower and raise the quality of life for our communities.Our commitment to creating a wonderful world is to lift the barriers to innovation through the introduction of digital services and introduction of cutting-edge technologies that will allow individuals,businesses,and governments within our

157、 operating areas to enhance their livelihoods,increase their digital footprint and streamline their operations to reach heightened levels of success.We believe this will keep the Zain brand relevant and bonded to the region for a long time to come.Zain is among the first telecom providers in the reg

158、ion to have established a Diversity,Equity,and Inclusion office;looking at the more recent establishment of the Sustainability Innovation Hub,how does Zain plan to progress its ESG strategy and drive sustainability development in the region?Zain is proactively embedding its shared values into its DN

159、A to drive our business,sustainability,and diversity,equity and inclusion program,while enriching our organizational purpose.As an active and transparent organization in driving ESG agendas,the company continues to execute on its five-year,2025 corporate sustainability strategy aiming to deliver las

160、ting social,economic,environmental,and human rights impacts across Zains operating companies and beyond.The annual publication of our sustainability report reflects our ongoing efforts to provide Meaningful Connectivity leading to equitable systemic change.The four pillars of the sustainability stra

161、tegy namely Climate Change;Operating Responsibly;Inclusion;and Generation Youth;embrace and emphasize the material importance to Zain of addressing issues related to preserving the planet and safeguard it for future generations;access to connectivity and reducing the digital literacy gap;displacemen

162、t;as well as employee development and social well-being,given the rise in geo-political issues regionally.We have introduced the Zain Diversity,Equity&Inclusion University(DEIU)in collaboration with IE University in Spain.This pioneering partnership allows for 2,000 Zainers to enroll in an online Di

163、gital Transformation program,with the potential of earning a Masters degree.In a MENA region telecom first,Zain announced the role of Chief Purpose Officer(CPO).Please explain more on this role?As a responsible listed entity accountable to multiple stakeholders,we believe corporate purpose is a stra

164、tegic imperative,one that Zain must address and act on at all levels.Brand Finance Telecoms 150 41Brand Spotlight Zain|Interview with Bader Al KharafiThe CPO is responsible for mobilizing employees and effectively leading the strategic purpose of the companys management goals and shared values in an

165、 inclusive and collaborative manner.The role also involves overseeing the companys reason for being,and the positive impact Zain delivers for employees,stakeholders,and society.In a nutshell,the CPO will help bind the company purpose with the employee purpose,to guide,inspire,and drive innovation wi

166、thin and outside the organization.Looking ahead,what future plans and strategies does Zain have in place to further strengthen its brand and continue the growth of its brand value?In line with its 4Sight strategy,in additional to embracing digital transformation and innovation across its mobile cent

167、ric operations,Zain has diversified from a traditional telecom entity by expanding to multiple new business verticals.These include the areas of digital-only operator models creating new sub-brands and partnering other leading brands;fintech(ZainCash,Tamam,Bede)and insuretech services;home automatio

168、n;esports(PlayHera)and appealing entertainment content areas via our API platform(Dizlee).In addition,Zain has regionally pioneered the sale and leaseback of its mobile towers by creating a TowerCo entity(TASC);created an international wholesale powerhouse and connectivity hub with Omantel(Zain Oman

169、tel International-ZOI);and created a disruptive and innovative entity(ZainTECH)that offers the full stack of ICT solutions(cloud,artificial intelligence,cybersecurity,smart cities,drones and robotic)to governments and enterprises.Undoubtedly,Zain has transcended its role as a mobile operator.While h

170、istorically associated primarily with mobile services,we acknowledge the imperative to harness the inherent strengths of the Zain brand and adapt it to mirror the diversified digital and investment conglomerate it embodies today.Consequently,we are actively exploring avenues to reposition the Zain b

171、rand,aiming to amplify its value by capitalizing on the collective strength of the various new business entities under the widely recognized and reputable Zain umbrella.This strategic evolution seeks to align the brand with its expanded scope and diversified portfolio,ensuring it resonates more powe

172、rfully in the contemporary market landscape.Zain 4Sight strategy:Creating a sustainable digital future Brand Finance Plc.2024Brand Finance Telecoms 150 42DuBrand ValueUSD2.5 bn+12.6%#562Brand StrengthBSI 82.4+1.2#252Brand Finance Telecoms 150 43Interview with Fahad Al HassawiFahad Al Hassawi CEO,duT

173、his year du entered the top 25 strongest Telecom brands;What are du biggest advantages in ensuring its continued brand success?dus biggest advantages in ensuring its continued brand success are diverse and multi-faceted.Firstly,dus strong financial performance has been driven by a robust macroeconom

174、ic environment,indicating the companys ability to navigate and thrive in a competitive industry.This financial stability provides du with the resources and flexibility to invest in its brand and customer experience.du has displayed strong commercial momentum,utilizing smart strategies to effectively

175、 reach and engage customers.By expanding its 5G coverage to over 98.5%of UAE population,du has positioned itself at the forefront of technological advancements,offering customers faster speeds,lower latency,and greater reliability for seamless connectivity.The company has consistently introduced inn

176、ovative product offerings,resulting in multiple industry awards.These accolades validate dus ability to identify and deliver innovative solutions that meet the evolving needs and expectations of its customers.With over 60%of mobile network traffic driven by 5G usage,du is setting the pace in unlocki

177、ng the vast potential of this cutting-edge connectivity,while providing premium and unique experience to its customers.Moreover,du places emphasis on segments that leverage technological innovation,employee development,and sustainability.This strategic focus ensures that the company is well-position

178、ed to adapt to future market demands and stay ahead of the competition.Additionally,dus digital infrastructure provides secure and scalable solutions,with hybrid and multi-cloud capabilities.This emphasis on robust digital capabilities not only boosts resilience but also provides high levels of secu

179、rity for customer data and transactions.Furthermore,according to a survey conducted Glint,a technology company by LinkedIn,du has reached an outstanding results of 81%worldwide rating in the Culture&Employee Engagement Index,placing the company in the top 25%among global technology sector performers

180、,and has distinguishes itself within the top 10%worldwide across all industries.These results are driven by du acknowledging the importance of an inclusive corporate culture,fostering national talents and its leaderships commitment to building a strong,efficient and innovative workforce.What would y

181、ou consider as the defining moments or milestones in building and strengthening the du brand?In recent years,we have undergone a transformative journey to strengthen our brand and its core assets.Through this process,we have actively focused on creating more meaningful and differentiated content tai

182、lored to specific target audiences,based on a deep understanding of their needs and aspirations.Our aim at du is to empower customers,regardless of their interests or ambitions.This customer-centric approach has played a pivotal role in establishing a strong connection between du and its audience.Br

183、and Finance Telecoms 150 44Brand Spotlight du|Interview with Fahad Al HassawiAnother defining moment in dus brand-building journey has been its evolution from a telecommunications provider to a digital lifestyle brand.The company recognizes the increasing interconnectedness of the world we live in.A

184、s a response,du has positioned itself as a brand that ensures no one is left behind,empowering and enabling their lifestyles.This strategic shift goes beyond mere connectivity,emphasizing the meaningful impact du can have on its customers lives.In addition,we recognize the importance of finding the

185、right composition of internal and external partners and agencies.These partners help us drive creative excellence and enable us to continuously benchmark ourselves against the best-in-class brands,both locally and globally.Their expertise allows us to enhance our brand and deliver exceptional experi

186、ences to our customers.How has the company adapted to emerging trends and technologies,and how has this influenced du brand positioning in the market?dus adaptability to emerging trends and technologies has significantly shaped its brand positioning in the market.The company not only embraces the po

187、tential of technological innovations but also recognizes the importance of strategic partnerships in introducing cutting-edge solutions to the region.Through these partnerships,du has accelerated digital transformation and showcased its commitment to innovation.For instance,collaborations in mobile

188、services,cloud computing,and other ICT solutions have brought about impactful technological solutions,benefiting residents in the UAE.Building on the expertise and resources gained from these collaborations,du aims to further solidify its brand positioning as a forward-thinking and innovative teleco

189、m company in the market.This collaborative approach not only enhances dus brand image but also keeps the company on top of emerging trends and technologies.In areas such as finance and business,du will leverage its capabilities to deliver innovative solutions that meet the evolving needs of its cust

190、omers.Brand Finance Telecoms 150 45Telecoms Infrastructure 10Top 10 Most Valuable Telecoms Infrastructure Brands 2024 Brand Finance Plc.2024109876+13%+22%+25%1000$1.3 bn$1.2 bn$0.8 bn0-22%$2.5 bn -4%$2.2 bn 41532-30%-5%+3%-17%+30%00212$31.1 bn$22.8 bn$8.0 bn$7.1 bn$3.4 bn Huawei maintains stable bra

191、nd strength amid trade ban strugglesIn addition to ranking the 150 most valuable and strongest telecoms operator brands,Brand Finance also ranks the top 10 most valuable and strongest telecoms infrastructure brands in the world in the Brand Finance Telecoms Infrastructure 10 2024 ranking.Huawei reta

192、ins its position as the most valuable telecoms infrastructure brand,despite experiencing a significant 30%drop in brand value to USD31.1 billion.This decline follows last years substantial loss of 38%in brand value.Huawei has grappled with a US trade ban for over four years,hampering its business li

193、nes by limiting access to critical global technologies such as advanced chips and services from companies like Google.However,a more optimistic outlook at the end of 2023 might suggest a potential rebound from these sanctions.Despite the decline in brand value,Huawei maintains its status as the stro

194、ngest telecoms Infrastructure brand,with its Brand Strength Index(BSI)increasing marginally to 80.6 out of 100.Brand Finance Telecoms 150 46The companys focus on expanding its wireless networks and enterprise business has yielded solid financial results despite challenging market conditions.Towards

195、the end of 2023,Ericsson announced a significant partnership with AT&T valued at approximately USD14 billion for a five-year network transformation and digitalization project.As part of this collaboration,Ericsson will deploy a wide array of its 5G Open Radio Access Networks products and solutions t

196、o support AT&Ts nationwide Open RAN ambitions in the United States.This deal represents the largest financial agreement in Ericssons history.The introduction of the Huawei Mate 60 series,equipped with its self-developed Kirin 9000S chip,and Huaweis resurgence to the top position in smartphone sales

197、in China in 2024 are pivotal factors bolstering the brands strength.Furthermore,unwavering brand loyalty in its native Chinese market and the successful rollout of the HarmonyOS operating system have bolstered Huaweis resilience.This consistency in brand strength is to be vital if the brand is to re

198、bound in the forthcoming years.Ericsson has experienced a 30%increase in brand value,reaching USD3.4 billion,making it the fastest-growing brand in the telecoms infrastructure industry.2024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating1

199、22Deutsche TelekomGermany$73,321+16.5%$62,928AAA-AA+211VerizonUnited States$71,754+6.4%$67,443AAA-AA+330AT&TUnited States$49,253-0.7%$49,614AAAA440China MobileChina$44,238+2.0%$43,382AAAAAA-550NTT GroupJapan$31,061-15.1%$36,591AAAA660XfinityUnited States$30,046+4.5%$28,754AAAA770SpectrumUnited State

200、s$27,482+17.8%$23,329AA-AA880OrangeFrance$20,276+10.2%$18,404AA+AA+9102VodafoneUnited Kingdom$14,596-13.4%$16,859AAAA1091China TelecomChina$14,211-20.1%$17,780AA+AAA-11110stcSaudi Arabia12142etisalat by e&UAE13130auJapan14121SoftBankJapan15162ViettelVietnam16192TelusCanada17151SkyUnited Kingdom18171

201、TelstraAustralia19181BellCanada20200MovistarSpain21210AirtelIndia22232SwisscomSwitzerland23272JioIndia24312RogersCanada25241TIMItaly26251O2United Kingdom27282ChunghwaChina(Taiwan)28362UQ CommunicationsJapan292213United Kingdom30422kpnNetherlands31261ClaroMexico32352China UnicomChina33301SFRFrance343

202、40TeliaSweden35372SingtelSingapore36402KTSouth Korea37452EEUnited Kingdom38412Bouygues TelecomFrance39432Taiwan MobileChina(Taiwan)40331MTNSouth Africa41291BTUnited Kingdom42381Telkom IndonesiaIndonesia43492TelcelMexico44321TelenorNorway45391SK TelecomsSouth Korea46542OptimumUnited States47470AISTha

203、iland48502ZainKuwait49461FreeFrance50441OoredooQatarBrand Finance Telecoms 150 47Brand Value Ranking(USDm)Top 150 most valuable Telecoms brands 1-502024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating51481Virgin MediaUnited Kingdom52511VN

204、PTVietnam53612A1Austria54592OptusAustralia55572OpenreachUnited Kingdom56602DuUAE573True DtacThailand58561VodacomSouth Africa59521LumenUnited States60652MobilySaudi Arabia61662ProximusBelgium62642SunriseSwitzerland63551TracfoneUnited States64621Globe TelecomPhilippines65531PLDTPhilippines66742VivoBra

205、zil67682LG U+South Korea68631Wind TreItaly69671KDDIJapan707121&1Germany71722HKTChina(Hong Kong)72782TelenetBelgium73730TelefonicaSpain74752ElisaFinland75762Tele2Sweden76772MaxisMalaysia77812VidotronCanada78872TelmexMexico79581MTSRussia80791Vodafone ziggoNetherlands81882TIgoUnited States82832Far East

206、one TelecommunicationsChina(Taiwan)83821FastwebItaly841132MeoPortugal851002PlayPoland86972VinaphoneVietnam87841RostelecomRussia88922StarhubSingapore89952IM3Indonesia90942WindstreamUnited States911022PlusPoland921032Cellnex TelecomSpain93851EntelChile941152CelcomMalaysia95901CogecoCanada96911CenturyL

207、inkUnited States971122AlticeNetherlands98891VIIndia993UnifiMalaysia100801MegafonRussiaBrand Finance Telecoms 150 48Top 150 most valuable Telecoms brands 51-100Brand Value Ranking(USDm)2024 Rank2023 RankBrandCountry2024 Brand ValueBrand Value Change2023 Brand Value2024 Brand Rating2023 Brand Rating10

208、1961SparkNew Zealand1021072BezeqIsrael1031082Iliad ItaliaItaly1041062HKBNChina(Hong Kong)1051092Maroc TelecomMorocco106991MobifoneVietnam1071051Quantum FiberUnited States108931US CellularUnited States1091112HughesUnited States110861TMMalaysia1111142FreenetGermany1121192DNAFinland1131162AltafiberUnit

209、ed States1141222YoigoSpain1151011DigiMalaysia1161262DIGIRomania1171232NuudayDenmark1181202NosPortugal1191312Tata CommunicationsIndia1201181XLIndonesia1211242VonageUnited States1221252SonatelSenegal1231211eirIreland1241292M1Singapore1251322MoovIvory Coast1261422MegacableMexico1273Converge ICTPhilippi

210、nes128981BeelineRussia1291271Frontier CommunicationUnited States1301041SafaricomKenya1311382OmanTelOman1321402DigicelJamaica1331462KazakhtelecomKazakhstan1341101AxiataMalaysia1351562InwiMorocco1361281T STARChina(Taiwan)1371341TPG TelecomAustralia1381361BicsBelgium1391331CellcomIsrael1401472Citic Tel

211、ecomsChina(Hong Kong)1411432U MobileMalaysia1421391SESLuxembourg1431452NetvigatorChina(Hong Kong)1441171TurkcellTurkey1451301IzziMexico1461502Telecom EgyptEgypt1471492LibertyPuerto Rico1481371Cosmote GroupGreece1491411OiBrazil1501441TalkTalkUnited KingdomBrand Finance Telecoms 150 49Top 150 most val

212、uable Telecoms brands 101-150Brand Value Ranking(USDm)MethodologyDefinitionsEnterprise ValueBranded Business ValueBrand ContributionMetaFacebookFacebookFacebook+Enterprise ValueThe value of the entire enterprise,made up of multiple branded businesses.Where a company has a purely mono-branded archite

213、cture,the enterprise value is the same as branded business value.Brand Value+Branded Business Value The value of a single branded business operating under the subject brand.A brand should be viewed in the context of the business in which it operates.Brand Finance always conducts a branded business v

214、aluation as part of any brand valuation.We evaluate the full brand value chain in order to understand the links between marketing investment,brand-tracking data,and stakeholder behaviour.+Brand ContributionThe overall uplift in shareholder value that the business derives from owning the brand rather

215、 than operating a generic brand.The brand values contained in our league tables are those of the potentially transferable brand assets only,making brand contribution a wider concept.An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+B

216、rand ValueThe value of the trade mark and associated marketing IP within the branded business.Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668.It defines brand as a marketing-related intangible asset including,but not limited to,names,terms,signs,sym

217、bols,logos,and designs,intended to identify goods,services or entities,creating distinctive images and associations in the minds of stakeholders,thereby generating economic benefits.Brand ValueBrand Finance Telecoms 150 51What is Brand Value?Brand value refers to the present value of earnings specif

218、ically related to brand reputation.Organisations own and control these earnings by owning trademark rights.All brand valuation methodologies are essentially trying to identify this,although the approach and assumptions differ.As a result published brand values can be different.These differences are

219、similar to the way equity analysts provide business valuations that are different to one another.The only way you find out the“real”value is by looking at what people really pay.As a result,Brand Finance always incorporates a review of what users of brands actually pay for the use of brands in the f

220、orm of brand royalty agreements,which are found in more or less every sector in the world.This is sometimes known as the“Royalty Relief”methodology and is by far the most widely used approach for brand valuations since it is grounded in reality.It is the basis for a public rankings but we always aug

221、ment it with a real understanding of peoples perceptions and their effects on demand from our database of market research on over 3000 brands in over 30 markets.Disclaimer Brand Finance has produced this study with an independent and unbiased analysis.The values derived and opinions produced in this

222、 study are based only on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear.Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be

223、 inaccurate.The opinions and financial analysis expressed in the report are not to be construed as providing investment or business advice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body,government or organisation.Brand is defined as a

224、 bundle of trademarks and associated IP which can be used to take advantage of the perceptions of all stakeholders to provide a variety of economic benefits to the entity.Brand Valuation MethodologyBrand Finance Telecoms 150 521.Brand ImpactWe review what brands already pay in royalty agreements.Thi

225、s is augmented by an analysis of how brands impact profitability in the sector versus generic brands.This results in a range of possible royalties that could be charged in the sector for brands(for example a range of 0%to 2%of revenue).We adjust the rate higher or lower for brands by analysing Brand

226、 Strength.We analyse brand strength by looking at three core pillars:“Inputs”which are activities supporting the future strength of the brand;“Equity”which are real current perceptions sourced from our market research and other data partners;“Output”which are brand-related performance measures such

227、as market share.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding Brand Rating up to AAA+in a format similar to a credit rating.2.Brand StrengthThe BSI score is applied to the roya

228、lty range to arrive at a royalty rate.For example,if the royalty range in a sector is 0-5%and a brand has a BSI score of 80 out of 100,then an appropriate royalty rate for the use of this brand in the given sector will be 4%.3.Brand Impact x Brand StrengthWe determine brand-specific revenues as a pr

229、oportion of parent company revenues attributable to the brand in question and forecast those revenues by analysing historic revenues,equity analyst forecasts,and economic growth rates.We then apply the royalty rate to the forecast revenues to derive brand revenues and apply the relevant valuation as

230、sumptions to arrive at a discounted,post-tax present value which equals the brand value.4.Forecast Brand Value Calculation credibilityBrand Valuation MethodologyBrand Finance Telecoms 150 53Brand Strength MethodologyBrand Strength IndexMarketing InvestmentBusiness PerformanceStakeholder EquityWidely

231、 recognised factors deployed by marketers to create brand loyalty and market share.Perceptions of the brand among different stakeholder groups,with customers being the most important.Quantitative market and financial measures representing the success of the brand in achieving price and volume premiu

232、m.Analytical rigour and transparency are at the heart of our approach to brand measurement at Brand Finance.Therefore,in order to adequately understand the strength of brands we conduct a structured,quantitative review of data that reflect the Brand Value Chain of brand-building activities,leading t

233、o brand awareness,perceptions and onwards to brand-influenced customer behaviour.To manage the Brand Value Chain process effectively we create and use the“Brand Strength Index”(BSI).This index is essentially a modified Balanced Scorecard split between the three core pillars of the Brand Value Chain:

234、Brand Inputs,Brand Equity and Brand Performance.Brand Finance Telecoms 150 541.Attribute Selection and WeightingAlthough we follow a general structure incorporating the three pillars(Brand Inputs,Brand Equity and Brand Performance),the attributes included are different depending on the sector.A bran

235、d strength index for a luxury apparel brand will differ in structure from an index designed for a telecommunications brand.An index for luxury apparel brand may emphasize the exclusiveness,word of mouth recommendation,and price premium,whereas an index for a telecommunications company may emphasis c

236、ustomer service and ARPU as important metrics.These attributes are weighted according to their perceived importance in driving the following pillar:Brand Investment measures in driving Brand Equity;Brand Equity measures for Brand-Related Business Performance measures;and finally the relevance of Bra

237、nd-Related Business Performance measures for driving business value.In order to convert raw data in to scores out of 10 that are comparable between attributes within the scorecard,we then have to benchmark each attribute.We do this by reviewing the distribution of the underlying data and creating a

238、floor and ceiling based on that distribution.Each brand is assigned a Brand Strength Index(BSI)score out of 100,which feeds into the brand value calculation.Based on the score,each brand is assigned a corresponding rating up to AAA+in a format similar to a credit rating.Analysing the three brand str

239、ength measures helps inform managers of a brands potential for future success.3.Benchmarking and Final ScoringBrands ability to influence purchase depends primarily on peoples perceptions.Therefore,the majority of the Brand Strength Index is derived from Brand Finances proprietary Global Brand Equit

240、y Research Monitor research,a quantitative study of a sample of over 100,000 people from the general public on their perceptions of over 4,000 brands in over 25 sectors and 37 countries.However,at Brand Finance we also believe that there are other measures that can be used to fill gaps that survey r

241、esearch may not capture.These include total investment levels for example in marketing,R&D,innovation expenditure,that can a better guide to future performance than surveys.They also include online measures such as ratings by review sites and social media engagement that can give a more granular und

242、erstanding of marketing effectiveness.Finally they also include real behaviour for example net additions,customer churn and market share,to overcome the tendency for surveys to incorporate intended behaviour rather than real.Over a period of 3 to 4 months each year,we collect all this data across al

243、l the brands in our study in order to accurately measure their comparative strength.2.Data CollectionBrand Strength MethodologyBrand Finance Telecoms 150 55Our ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicated Studies+Brand Scorecards+Research Analytics+Soft PowerAr

244、e we building our brands strength effectively?How do I track and develop my brand equity?How strong are my competitors brands?Are there any holes in my existing brand tracker?What do different stakeholders think of my brand?Brand Evaluations are essential for understanding the strength of your brand

245、 against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.Questions we can help answer:Brand Finance Telecoms 150 57Consulting Servi

246、cesMake branding decisions using hard dataBrand Finance Telecoms 150 57In-depth external benchmarking comparisons against direct competitors across key KPIs through the Brand Strength Index framework.BenchmarkingDiagnose Brand Strengths&Weaknesses What is my brand known,and not known for?How do I le

247、verage or optimize my brand position to grow brand value?Brand Associations&Market PositioningStatistical correlation analysis to understand what is important in driving Brand Consideration,Reputation,Brand Strength and Value.Drivers AnalysisBrand Insights Make your brands business case.Consulting S

248、ervicesBrand Finance Telecoms 150 58Brand Finance Telecoms 150 59+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor ReportingBrand Valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter betwe

249、en the language of marketers and finance teams they provide structure for both to work together to maximise returns.How much is my brand worth?How much should I invest in marketing?How much damage does brand misuse cause?Am I tax compliant with the latest transfer pricing?How do I unlock value in a

250、brand acquisition?Questions we can help answer:Brand Valuation Make your brands business case.Consulting ServicesOnce you understand the value of your brand,you can use it as tool to understand the business impacts of strategic branding decisions in terms of real financial returns.Which brand positi

251、oning do customers value most?What are our best brand extension opportunities in other categories and markets?Am I licensing my brand effectively?Have I fully optimised my brand portfolio?Am I carrying dead weight?Should I transfer my brand immediately?Is a masterbrand strategy the right choice for

252、my business?+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship StrategyQuestions we can help answer:Brand Strategy Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance Telecoms 150 60Sustainability and ESG

253、have never been more important considerations for marketers,finance professionals,and the brands they serve.Our sustainability services bring clarity,allowing you to make the right decisions to add value,protect yourself from risk,and do the right thing.+Perceptions Evaluation and Tracking +Sustaina

254、bility ROI Analysis +Competitor Insights and Positioning Recommendations +Materiality Exercises +Stakeholder Engagement and Workshops +Sustainability Reporting and Disclosure Support How important is sustainability in driving the choices of customers,employees,and investors?Which sustainability issu

255、es are most relevant to my brand?How sustainable is my brand perceived to be versus competitors?What is the potential value of enhancing perceptions?Could value be at risk?If so,how much?How do I secure investment or budget allocation?How do I improve performance and perceptions?Questions we can hel

256、p answer:Brand Sustainability Understand perceptions and align them with performance.Consulting ServicesBrand Finance Telecoms 150 61Sponsorships are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in bra

257、nd valuation,such as research,financial modelling,and strategic analysis.This approach helps marketing and finance managers to understand the effectiveness of sponsorships and maximise ROI.Advertising equivalency,and traditional research interpretation of sponsorships,fails to adequately address key

258、 questions around brand building and value creation.Brand Finance takes a broader view to understand sponsorships in the context of achieving brand and business objectives.Can I develop a sponsorship strategy to match commercial objectives?Is the partnership a good fit?What is the short-term impact

259、on business performance?What impacts there on long-term brand building metrics?What is my financial return from the sponsorship investment?Should the partnership be renewed,and if so,at what price?How does my sports partnership compare to the market?Questions we can help answer:Sponsorship ServicesM

260、aximise value from your sponsorships.Consulting Services+Sponsorship Strategy+Partnership Opportunity Analysis+Return on Investment Analysis+Partnership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance Telecoms 150 62Brand Dialogue

261、 Limited is a member of the Brand Finance Plc Group.With strategic planning and creative thinking,we develop communications plans to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,t

262、o deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geographic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+

263、Market Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Events+Conference Management+Native Advertising+Retail MarketingMarking&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Release

264、s+Bespoke Publications,Blogs&Newsletters+Marketing Collateral Design+Social Media ContentContent Creation+Media Relations+Press Trips&Events+Strategic Partnerships&Influencer Outreach+Social Media ManagementPublic Relations&CommunicationsFor further information on our services and valuation experien

265、ce,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.haighbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi East Africa Walter Seremw

266、.serembrandfi FranceBertrand Chovetb.chovetbrandfi Germany/Austria/SwitzerlandUlf-Brun Drechselu.drechselbrandfi IndiaAjimon Francisa.francisbrandfi IrelandDeclan Ahernd.ahernbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi Nig

267、eriaTunde Odumerut.odumerubrandfi PolandKonrad Jagodzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaAliakber Alihussaina.hussainbrandfi SwedenAnna Brolina.brolinbrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamQuyen Luongq.luongbrandfi Brand Finance Network Brand Finance Telecoms 150 64Contact usT:+44(0)20 7389 9400E:W: