Deutsche Telekom achieves highest brand value in its history
Every year, Brand Finance determines which brands are the most valuable in the world. Deutsche Telekom's top ranking is due first and foremost to the Group's successful rebranding strategy in European telecommunications markets, according to the UK-based consultancy firm. In addition, the telecommunications company successfully continued its positive business development in the last year, while also making long-term investments in network quality, innovation and customer service, all of which form the basis for the increase in brand value.
For Deutsche Telekom's Head of Branding, Hans-Christian Schwingen, this result underlines once again the proven fact "that the brand strategy is on the right track and is making a sustainable contribution to the company's success."
Deutsche Telekom is the most valuable telecommunications brand in Europe followed by Vodafone and Orange and also the second most valuable German brand in the world after BMW, for the second year running. They are followed in third place by Mercedes-Benz. In a country like Germany, with its strong motoring heritage, the fact that a telecommunications brand is on a level footing with the automotive manufacturers is further evidence of the growing importance of the telecommunications sector and is in keeping with the global trend, say the experts at Brand Finance. Apple remains uncontested as the most valuable brand across the globe, followed by technology giants Google and Samsung.
Explanation of the methodology
Brand Finance Global 500 compiles a ranking of the most valuable brands in the world by brand value. This value is measured in U.S. dollars and the valuation date is January 1, 2016. The brand values are calculated on the basis of the question of what license fees a company would have to pay if it did not own the brand. This method is also referred to as the royalty relief approach. In addition to the brand value, each of the 500 brands is allocated a brand rating: modeled on the credit rating, this value represents a benchmark of the strengths, risks and potentials of a brand, compared to the brands of its competitors.
Deutsche Telekom is one of the world's leading integrated telecommunications companies, with around 151 million mobile customers, 30 million fixed-network lines and more than 17 million broadband lines (as of December 31, 2014). The Group provides fixed-network, mobile communications, Internet and IPTV products and services for consumers, and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in more than 50 countries and has approximately 228,000 employees worldwide. The Group generated revenues of 62.7 billion euros in the 2014 financial year – more than 60 percent of it outside Germany.
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