New Brand Finance data reveals total value of world’s top 150 telecoms brands reaches USD741.8 billion in 2026
NEW YORK, 3 March 2026 – Verizon (brand value up 1% to USD73.0 billion) and AT&T (brand value up 3% to USD53.9 billion) continue to lead the American telecoms sector and retain second and third ranks respectively among the world’s top 150 telecoms brands, according to a new report from Brand Finance, the world’s leading brand valuation consultancy.
Brand Finance attributes Verizon’s stable performance to strong subscriber growth and continued investment in 5G and fiber. In comparison, AT&T’s brand value growth is tied to strong momentum in converged fiber and 5G, delivering its best consumer broadband subscriber growth in a decade.
The U.S. remains the dominant force in the global telecoms ranking, with 15 brands accounting for 24% of the table’s total brand value. However, the combined brand value of US telecoms brands dipped 3.6% to USD181.0 billion, driven by notable declines at Xfinity (down 15% to USD24.9 billion) and Spectrum (down 15% to USD20.6 billion).
In the telecoms infrastructure space, U.S. brands also feature prominently. Cisco maintains its position as the second-most valuable telecoms infrastructure brand globally, valued at USD32.2 billion (up 17%). At the same time, Starlink climbed two ranks to fifth place, more than doubling its brand value to USD5.2 billion. Starlink’s exceptional growth is underpinned by explosive subscriber growth, with its customer base nearly doubling in 2025 to surpass 9 million subscribers worldwide. Qualcomm rounds out the top three infrastructure brands with a brand value of USD8.7 billion, as it expands beyond its core smartphone business into AI data-center chips.
Laurence Newell, Executive Chairman, Brand Finance Americas, commented:
“Verizon and AT&T continue to demonstrate the enduring strength of their brands in an increasingly competitive US market. Both have invested heavily in converged connectivity, combining fiber and 5G to meet growing demand from consumers and enterprises. Meanwhile, Starlink’s extraordinary brand value growth reflects the market’s recognition of satellite broadband as a serious and scalable connectivity platform, not just a niche offering for underserved areas.”
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.
