Deutsche Telekom has increased its brand value by 12.8 percent, reaching 96.2 billion US dollars, according to the “Brand Finance Global 500” study released at the World Economic Forum in Davos. The report, published by Brand Finance, confirms Deutsche Telekom’s position as the most valuable telecommunications brand globally and the top corporate brand in both Europe and Germany.
The company now ranks eleventh overall among global brands, ahead of competitors Verizon and AT&T. Deutsche Telekom is also noted as the only European firm within the top 20 most valuable brands worldwide. Apple leads the ranking, followed by Microsoft, Google, and Amazon.
Deutsche Telekom’s current brand value marks its highest ever recorded. Compared to last year’s figure of 85.3 billion US dollars, this represents an increase of about 11 billion US dollars. Since 2020, when its brand value was 39.9 billion US dollars, it has grown by 141 percent.
Uli Klenke, Head of Brand at Deutsche Telekom, stated: “The Telekom brand continues its successful trajectory. The results clearly demonstrate that our clear strategy, long-term continuity, and creative strength are paying off,” adding that “With high-performance networks, innovative products, and excellent services, we are opening up the opportunities of digitalization for people and creating connections and closeness where distances separate.”
Brand Finance attributes Deutsche Telekom’s continued growth to consistent brand management as well as positive economic and technological development in both the USA and Europe. Factors such as innovation, customer service quality, value for money offered to customers, customer recommendations, and trust have been identified as key contributors to this success across different markets.
The company’s international presence has been further enhanced through initiatives like integrating its umbrella brand in Greece.
Brand Finance is an independent consultancy based in London that assesses global brands by estimating their potential licensing fees if they did not own their brands themselves. More details on the rankings can be found at www.brandfinance.com or brandirectory.com/global.
