2023-03-07-品牌价值-最有价值和最强大的电信品牌150强2023年度报告（英）_61页_16mb

报告摘要

Announced in February 2023.
Presents rankings of the 150 most valuable and strongest telecom brands globally.
Based on Brand Finance's methodology, which evaluates brand value through a balanced scorecard of marketing investment, stakeholder equity, and business performance.
Includes regional analysis and key drivers for the telecom sector.

Most Valuable: Verizon is the world's most valuable telecom brand, valued at US$67.4 billion (a 3% decrease) and featuring prominently in the Americas.
Strongest Brand: Swisscom ranks first in brand strength with a score of 92/100, earning an AAA+ rating, noted for its 5G rollout and customer service.
Top Changes: Deutsche Telekom increased its value by 5% due to 5G expansion, while Sunrise saw a 68% surge post-merger. Verizon's slight dip is linked to subscriber losses.
Sustainability Leadership: Safaricom (Keny
a) has the highest sustainability perception score, while Verizon leads in sustainability value perceptions.

Americas: AT&T and T-Mobile grow, with Rogers experiencing a significant drop in brand strength due to a major network outage.
Europe: Deutsche Telekom is Europe's most valuable brand, Orange faces challenges from geopolitical instability.
Middle East & Africa: stc (Saudi Arabia) and etisalat by e& (UAE) lead, with stc climbing in ranks.
Asia: China Mobile tops with US$43.4 billion, Jio noted for strong brand strength.
Australasia: Telstra extends its lead despite Optus's decline due to a cyber-attack.

Primary drivers globally: A good coverage in all places, great value for money, trustworthy, and great customer service.
Regional variations: In Europe, trustworthiness is key; in MENA, website and app quality is prioritized.
Age and user group differences: Value for money and digital channels are more important for younger users.

Brand Valuation: Uses a royalty relief approach based on the Brand Strength Index (BSI), which assesses inputs (marketing investment), equity (stakeholder perceptions), and performance (business results).
Data Source: Relies on original market research from over 150,000 consumers across 38 countries, analyzing factors like awareness, recommendation, and loyalty.
Index Calculation: BSI scores convert raw data into a 0-100 scale, feeding into brand ratings (e.g., AAA+ to C).

Deutsche Telekom: Europe's top brand, focused on 5G and customer-centric strategies.
stc: Middle East leader, driving digital transformation with its "DARE" strategy.
etisalat by e&: Tech-focused rebrand, emphasizing innovation and sustainability.

Highlights leadership in brand management, with figures like Hatem Dowidar (e&) and Sunil Mittal (Airtel).
Quality of CEO involvement in branding positively impacts brand value.

Brand strength and value are significantly influenced by technological investments, customer service, and sustainability perceptions.
Regional factors and market disruptions play a key role in brand performance and value fluctuations.

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