Les nouvelles données de Brand Finance révèlent que la valeur totale des 150 plus grandes marques de télécommunications au monde atteint 741,8 milliards de dollars américains en 2026
PARIS, 11 mars 2026 – Orange conserve sa place de huitième marque de télécommunications mondiale la plus valorisée pour la quatrième année consécutive, selon le nouveau rapport de Brand Finance, cabinet de conseil leader mondial en valorisation de marques. La valeur de la marque Orange a progressé de 6 % pour atteindre 18,9 milliards de dollars, soit trois fois plus que Free, la deuxième marque française la plus valorisée (6,3 milliards de dollars).
Brand Finance attribue la croissance de la valeur de la marque Orange à ses solides performances financières, à ses investissements continus dans une infrastructure réseau de haute qualité et à sa croissance sur des marchés clés tels que l'Afrique et le Moyen-Orient. Orange a également amélioré son Indice de Force de Marque pour atteindre 75,7/100 en 2026. Parallèlement à ses initiatives stratégiques, les améliorations apportées à l'expérience client et à la fiabilité du réseau ont probablement renforcé la performance de la marque dans les principaux indicateurs de recherche de Brand Finance, notamment la notoriété, la compréhension et l'engagement envers la marque.
Selon certaines informations, Orange prévoit d'acquérir les 50 % restants de sa filiale espagnole, MasOrange, pour 5 milliards de dollars en 2026, s'assurant ainsi le contrôle total et renforçant sa position stratégique sur le marché espagnol. Cette opération devrait générer des synergies opérationnelles et favoriser une meilleure performance financière ainsi qu'une croissance durable de la valeur de la marque.
Bertrand Chovet, Directeur Général de Brand Finance France, commente :
« Le secteur français des télécommunications a affiché une croissance constante en 2026, à l’exception de Bouygues Telecom (-2%) et SFR (-17%). Orange reste leader, grâce à sa forte notoriété, sa large clientèle et ses investissements continus dans les infrastructures réseau et les services numériques. La marque figure désormais parmi les 50 marques de télécommunications les plus fortes au monde. La valeur de la marque SFR a chuté de 17 %, reflétant le contexte de recomposition à venir des opérateurs télécoms français par le futur découpage des actifs de SFR. »
Enfin, T (Deutsche Telekom) est une fois de plus la marque de télécommunications la plus valorisée au monde. Depuis 2020, la valeur de la marque a plus que doublé (+141 %), pour atteindre désormais 96,2 milliards de dollars en 2026. Deutsche Telekom se classe également au 11ème rang des 500 marques les plus valorisées au monde et est la seule marque européenne dans le top 20 mondial. Cela fait de T la marque la plus valorisée en Europe. T a également augmenté son Indice de Force de Marque, qui s'élève désormais à 83,8/100.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, 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 strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
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.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty 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%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based 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 inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
