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Deutsche Telekom: 2nd place among telecoms brands globally

Brand Finance
26 January 2022

Deutsche Telekom has seen an 18% brand value increase this year to US$60.8 billion, propelling it into 2nd place among telecoms brands globally, behind only Verizon. Since 2020, Deutsche Telekom’s brand value has gone up by over 50% in total. Successful business performance and high 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. The telecoms giant is opening up new revenue prospects through the rapidly advancing roll-out of 5G mobile technology and its optical fibre networks.

Interview with Ulrich Klenke.

Image of Ulrich Klenke
Ulrich Klenke, Chief Brand Officer at Deutsche Telekom

Deutsche Telekom this year increased 6 ranks in the Brand Finance Global 500 2022, entering the top 20 most valuable brands globally and becoming the second most valuable telecoms brand. What have you done to ensure significant brand growth for the company over the last year?

Brand value is an expression of a strong company. We operate successfully in the markets. But it is also an expression of the trust that customers and the public place in the brand. At the same time, our attractiveness for business partners and investors is increasing. Our brand growth is primarily attributable to the positive economic and technological development in Europe and the USA. Successful business performance and high customer growth in the US market are contributing factors. In addition, Telekom once again scored with sustained investments in network quality, innovations, and customer service. The rapidly progressing roll-out of 5G and our fiber-optic networks are creating new revenue prospects and differentiating us from the competition. All this adds momentum to the brand and pays off the successful implementation of the brand strategy.

We are in difficult times, the pandemic continues. How do you perceive the Telekom brand in national and international competition?

Our networks, products and services are connecting people more than ever. They provide security and confidence. We are currently seeing increasing participation in digitisation. The pandemic is now reinforcing a trend that started a few years ago. Many things that used to take place in the physical world have now migrated over to the digital world. Society is learning to appreciate the opportunities of digitisation even more. And not just among the younger generation. It cuts across all strata of the population. The "T" has provided support during the crisis. Our key figures also show this. The Telekom brand has gained in trust.

Markets are constantly changing. How will the Deutsche Telekom brand develop in the future?

Deutsche Telekom has become one of the leading global players in the telecommunications industry. We are currently putting the brand on course for the future and systematically adapting the brand strategy to the global business orientation. The basis for this is our brand positioning as a communications base in all markets. The “T” is a clear beacon here in line with our purpose: “We won’t stop until everyone is connected”. The quality and strength of our networks and our expertise in digital technologies benefit everyone and enable us to master every challenge together as a company. We make this possible based on our high network quality, innovative products and strong customer focus.

Ulrich Klenke, Chief Brand Officer at Deutsche Telekom

What will be your communications priorities at Telekom in 2022?

We believe in the strength of connections; we believe in the opportunities of digitisation. If there is a time for digital optimism, it starts now. This topic will continue to accompany us in the coming year. Within this framework, we want to continue to delight our customers with our network quality, innovative products, and best service. We want to make people our fans. And we can only do that by acting responsibly and through integrated and transparent communication. In the future, we want to communicate together even faster, better, more efficiently and more consistently, focusing even more on the needs of customers. Our goal is for the “T” to be a clear beacon for people in line with our purpose, in all our markets.

Press Release by Brand Finance – Part Deutsche Telekom

“Two German brands – automotive powerhouse Mercedes-Benz and telecommunications provider Deutsche Telekom – go head-to-head for the highest brand value on the old continent. With a valuation of US$60.7 billion, Mercedes is yet again the most valuable brand in Europe, followed very closely by Deutsche Telekom, at US$60.1 billion. In addition, the Group improves to second place among global telcos behind Verizon.

Deutsche Telekom's significant increase is attributable to the positive economic and technological development in Europe and the United States. Successful business performance and high customer growth especially in the United States are the main contributors. In addition, the Group again scored points through sustained investments in network quality, digital technologies, and customer service. The telecoms giant is opening up new revenue prospects through the rapidly advancing roll-out of 5G mobile technology and its optical fiber networks. This give the brand additional dynamic.

About the Author

Brand Finance is the world’s leading independent brand valuation and strategy consultancy. Headquartered in the City of London, we are present in over 20 countries.

For more than 20 years we have helped companies and organisations of all types to connect their brands to the bottom line.

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