1、Telecoms 1502022The annual report on the most valuable and strongest telecoms brandsFebruary 2022Brand Finance Telecoms 150 2Contents. 2022 All rights reserved. Brand Finance Plc.About Brand Finance3Foreword7 David Haigh, Chairman & CEO, Brand FinanceExecutive Summary9Regional Analysis16Brand Guardi

2、anship Index19Brand Spotlights21Etisalat22 Interview with Hatem Dowidar, Group CEOstc25 Interview with Mohammed Abaalkheil Corporate Relations VPTelecoms Infrastructure 10 Ranking 27Etisalats Decade of Brand Strength Growth28 Richard Haigh, Managing Director, Brand FinanceTelecoms 150 Ranking30Metho

3、dology33Our Services40Brand Finance Telecoms 150 3About Brand Finance.Brand Finance is the worlds leading brand valuation consultancy.We bridge the gap between marketing and financeBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance. For 25 years, we have

4、helped companies and organisations of all types to connect their brands to the bottom line.We quantify the financial value of brandsWe put 5,000 of the worlds biggest brands to the test every year. Ranking brands across all sectors and countries, we publish nearly 100 reports annually.We offer a uni

5、que combination of expertiseOur teams have experience across a wide range of disciplines from marketing and market research, to brand strategy and visual identity, to tax and accounting.We pride ourselves on technical credibilityBrand Finance is a chartered accountancy firm regulated by the Institut

6、e of Chartered Accountants in England and Wales, and the first brand valuation consultancy to join the International Valuation Standards Council.Our experts helped craft the internationally recognised standards on Brand Valuation ISO 10668 and Brand Evaluation ISO 20671. Our methodology has been cer

7、tified by global independent auditors Austrian Standards as compliant with both, and received the official approval of the Marketing Accountability Standards Board.Get in Touch. business enquiries, please contact:Savio DSouzaValuation DFor media enquiries, please contact:Michael JosemAssociate Commu

8、nications DFor all other enquiries:+44 207 389 A Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brands value. Each report includes expert recommendations for growing brand value to drive performance and offers a cost-effecti

9、ve way to gaining a better understanding of your position against peers.Request your ownBrand Value ReportBenefitsContentsCompetitorBenchmarkingVisit email enquiriesbrandfi Brand Valuation SummaryBrand Strength TrackingCost of Capital AnalysisRoyalty RatesCustomer Research FindingsInsightStrategyBen

10、chmarkingEducationCommunicationUBrand Finance Telecoms 150 5Brand Finance InstituteBrand Finance Institute is the educational division of Brand Finance, whose purpose is to create and foster a professional environment for knowledge-sharing and networking among practitioners and experts in the market

11、. BFI organises events, in-company training, and corporate educational initiatives around the world. In the quest for marketing excellence and with the purpose to equip the brand valuation and strategy practitioners with the necessary skills and tools, we have developed a wide range of programmes an

12、d certifications in collaboration with the most coveted business schools, universities and thought leaders in the field.Brandirectory is the worlds largest database of current and historical brand values, providing easy access to all Brand Finance rankings, reports, whitepapers, and consumer researc

13、h published since 2007. +Browse thousands of published brand values +Track brand value, strength, and rating across publications and over time +Use interactive charts to compare brand values across countries, sectors, and global rankings +Purchase and instantly unlock premium data, complete brand ra

14、nkings, and researchVisit to find out more.Brand Finance Group.Brand DialogueBrand Dialogue is a public relations agency developing communications strategies to create dialogue that drives brand value. Brand Dialogue has over 25 years of experience in delivering campaigns driven by research, measure

15、ment, and strategic thinking for a variety of clients, with a strong background in geographic branding, including supporting nation brands and brands with a geographical indication (GI). Brand Dialogue manages communications activities across Brand Finance Groups companies and network.VI360VI360 is

16、a brand identity management consultancy working for clients of all sizes on brand compliance, brand transition, and brand identity management. VI360 provide straightforward and practical brand management that results in tangible benefits for your business.BGlobal BrandEquity MonitorOriginal market r

17、esearch on over 5,000 brands 36 countries and 29 sectors coveredOver 100,000 respondents surveyed annuallyWe are now in our 6th consecutive year conducting the studyVisit or email enquiriesbrandfi David Haigh Chairman & CEO, Brand FinanceBrand Finance Telecoms 150 7Foreword.What is the purpose of a

18、strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be to make money.Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes se

19、nse. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rig

20、our and is heavily reliant on qualitative measures, poorly understood by non-marketers.As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business. Sceptical finance teams, unconvinced by what they percei

21、ve as marketing mumbo jumbo, may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability. The end result can be a slow but steady downward spiral of poor communication, wast

22、ed resources, and a negative impact on the bottom line.Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of disciplines from market research and visual identity, to tax and accounting. We understand the importance of design, advertising, and m

23、arketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line.By valuing brands, we provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the signi

24、ficance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the precise, financial value of an asset, how can you know if you are maximising your returns? If you are intending to license a brand, how can you know you are getting a fair price?

25、 If you are intending to sell, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions.Brand Fin

26、ances research revealed the compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole.Acknowledging and managing a companys intangible assets taps int

27、o the hidden value that lies within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to benefit the business.The team and I look forward to continuing the conversation with you.Brand Finance Telecoms 150 8Verizon is Worlds

28、 Most Valuable, Etisalat Worlds Strongest Telecoms Brand. + Valued at almost US$70 billion, Verizon retains top spot on Brand Finance Telecoms 150 ranking, with mobile 5G deployment underway + Deutsche Telekom rises to second place, navigating challenges of pandemic as it repositions global brand +

29、Iliad Italia is telecommunications fastest-growing brand, more than doubling in value as it expands home internet services. + Etisalat is worlds strongest telecoms brand, leveraging Dubai Expo to promote its world-leading 5G infrastructure deploymentExecutive Summary.Brand Finance Telecoms 150 10Exe

30、cutive Summary.Verizon is the most valuable telecoms brand of 2022. With its brand value increasing marginally by 1% to US$69.6 billion, Verizon retains its position at the top of the telecoms league table. Every year, Brand Finance puts 5,000 of the biggest brands to the test, and publishes nearly

31、100 reports, ranking brands across all sectors and countries. The worlds top 150 most valuable and strongest telecoms brands are included in a dedicated industry ranking the Brand Finance Telecoms 150 2022.Verizon is facing significant brand challenges with the deployment of 5G infrastructure servic

32、es creating concerns about the potential impact on aircraft. However, the American telecoms operator has overcome the technical issues and is growing its brand in using wireless technology to deliver high-speed internet services into homes. The fixed point-to-point services aim to provide fast inter

33、net speeds to compete with wired competitors. As a relatively new channel to provide home internet services, Verizons fixed wireless service is competing with long-established home internet services delivered over physical wires.Verizon remains the worlds most valuable telecoms brand because custome

34、rs know and understand what the brand means. It started life as one of the Baby Bells and has grown up to become the worlds leading telecommunications brand as the global market leader.David HaighChairman & CEO, Brand FinanceBrand Finance Telecoms 150 11Executive Summary.Top 10 Most Valuable Telecom

35、s Brands 6+24%$31.3bn60 7+12%$24.1bn70 8+1%$19.5bn80 990$18.7bn-2% 10112$18.4bn+38% 1+1%$69.6bn10 3-8%$47.0bn21 440$40.9bn+9% 550$40.7bn+19% 2+18%$60.2bn32Deutsche Telekom rises to second placeMeanwhile, just behind Verizon, Deutsche Telekom (brand value up 18% to US$60.2 billion) has improved to be

36、come the second-most valuable telecoms brand in the world, overtaking AT&T (brand value down 8% to US$47 billion). Deutsche Telekom is moving to consolidate its brands globally by introducing a new logo which has the potential to unify its “T” branding across both its T Mobile and Deutsche Telekom d

37、ivisions globally. Initially, the letter “T” will dominate digital channels and sponsorships, with the eventual deployment of “T” collateral into physical buildings and retail outlets.Since 2020, Deutsche Telekoms brand value has gone up by over 50% in total. Successful business performance and high

38、 customer growth, especially in the United States, are the main contributors to this significant increase. In addition, the Group again scored points through sustained investments in network quality, digital technologies, and customer service. In addition to being the second-most valuable brand glob

39、ally in telecoms, Deutsche Telekom is also the second-most valuable brand in Europe amongst all industry sectors, only marginally behind Mercedes-Benz amongst all European brands.The unification of Deutsche Telekoms branding internationally offers an opportunity to strengthen the brand amongst diffe

40、rent consumer groups. This will allow the T brand to spread across various jurisdictions and benefit from globalized efficiencies especially as it transitions from a challenger-brand in the US to become an established market leader as it is in Germany and some other European jurisdictions.David Haig

41、hChairman & CEO, Brand Finance Brand Finance Plc 2022Brand Finance Telecoms 150 12Executive Summary.China Telecom Enters Top 10Elsewhere, China Telecom (brand value up 38% to US$18.4 billion) improved its ranking to become the 10th most valuable telecoms brand in the world. The brand added almost 11

42、.5 million net subscribers and now serves 362 million users, creating significant brand value based on forecast future growth as modern telecoms services spread throughout China.Iliad Italia is telecommunications fastest-growing brandA smaller brand, but growing rapidly, is Iliad Italia (brand value

43、 up 109% to $US447 million) which is this years fastest growing brand in the Brand Finance Telecoms 150 2022 league table. Brand Value Change 2021-2022 (%) Brand Finance Plc 2022109%104%79%68%66%65%49%44%42%38%-86%-37%-34%-24%-23%-21%-19%-18%-17%-17%Brand Finance Telecoms 150 13Executive Summary.Ili

44、ads growth is being driven by its ability to create a loyal base through a great value-for-money offer, accessible customer service, and its honest and open attitude. Since launching in mid-2018, service revenues are growing quickly and the brand now has 10% market share in the Italian mobile market

45、. Iliad serves more than 8 million subscribers, serviced by 8,500 retail sites, and plans to expand to up to 12,500 sites by the end of 2023. Having created a loyal customer base, they are now launching their fixed offer which builds a base for a strong outlook going forward. Iliads recent moves, su

46、ch as the proposed takeover of Vodafone Italian business, speaks to the ambition of the player to become a real threat for the big three in Italy.Through analysis on research of all telecom brands in Europe, Brand Finance determined that there are four key underlying dimensions characterizing differ

47、ent brands: The underlying mechanics of telecom service delivery through service and coverage still play a major role, but agile and innovative brands are gaining power in generating consideration in the market. Iliad is creating strong brand advocates who deeply “love” their brand because of the pe

48、rceived authenticity of the brand and its strength on these two dimensions (agility and innovation). Iliad is growing their brand value quickly without alienating customers, with only 7% of respondents in the market saying they did not like the brand against a sector average of 17%. Similarly, 51% o

49、f respondents liked the Iliad brand comparted to a sector average in Italy of 28%. The second fastest growing telecoms brand in the rankings is Moov (brand value up 104% to US$453 million) which is another new entrant to Telecoms 150 2022 rankings and part of e&, formerly known as the Etisalat group

50、. This surge in brand value is correlated with the rebranding of its eleven subsidiaries in Africa as Moov Africa at the beginning of last year to benefit from broader synergies from being part of e&.As a beneficiary of the broader e& brand portfolio, Moov is delivering significant expertise into re