20200403-Brand_Finance-The_annual_report_on_the_most_valuable_and_strongest_telecom_brands_20页_8mb

Summary of Brand Finance Telecoms 150 2020

Core Content

The Brand Finance Telecoms 150 2020 report ranks the world's most valuable and strongest telecom brands, highlighting their financial value and brand strength. It also discusses the impact of the COVID-19 pandemic on the telecoms sector, as well as the global brand value distribution and reputation analysis across various industries.

Main Points

Brand Finance Overview

• Brand Finance is a leading brand valuation consultancy that bridges the gap between marketing and finance.
• It provides financial insights into brand performance, helping organizations maximize profits and make informed decisions.
• The company has developed internationally recognized standards for brand valuation (ISO 10668) and brand evaluation (ISO 20671).
• It ranks over 5,000 brands annually and publishes nearly 100 reports yearly.

Key Insights on Brand Value

• The global telecoms sector is estimated to have lost $1tn in brand value due to the Coronavirus outbreak, though it is considered more resilient than other sectors like aviation.
• Verizon overtakes AT&T as the most valuable telecom brand in the world, with a brand value of $63.7 billion.
• Deutsche Telekom remains the most valuable European telecom brand with a value of $40.0 billion.
• Viettel from Vietnam shows 34.4% growth in brand value, reaching $5.8 billion.
• AIS in Thailand is the strongest telecom brand globally, with a Brand Strength Index (BSI) score of 92/100 and an AAA+ rating.

Brand Value Changes

• The report includes brand value changes from 2019 to 2020 for the top 50 brands.
• Some brands, like China Mobile, Deutsche Telekom, and Verizon, experienced declines in value, while others, like Viettel, Sprint, and STC, saw increases.

Brand Finance Telecoms Infrastructure 10

• The report also ranks the top 10 most valuable telecoms infrastructure brands.
• Huawei enters the top 10 with a brand value of $65.1 billion, marking its first entry into the list.
• Nokia sees a 1% increase in brand value, reaching $9.9 billion, due to its leadership in 5G technology.

Sector Reputation

• The telecoms sector has the lowest reputation scores among all sectors, with an average of 6.0/10.
• AIS in Thailand is the only telecom brand with an AAA+ reputation rating, showing strong consumer trust.
• The report emphasizes the need for telecoms brands to improve service quality, website and app usability, and consumer satisfaction to enhance their reputations.

Key Information

Brand Value by Economy

Brand Value Change 2019-2020

Regional Analysis

• Etisalat is the most valuable telecom brand in the Middle East, with a brand value of $8.5 billion.
• China Mobile continues to be a strong player in the Asia-Pacific region, despite a 12% drop in brand value.
• AIS in Thailand leads in brand strength, with a BSI score of 92/100 and an AAA+ rating.

Sector Reputation

• The telecoms sector ranks 9th in terms of reputation, with an average score of 6.0/10.
• AIS is the only telecom brand with an AAA+ rating, indicating strong consumer perception.
• Consumer dissatisfaction is a major issue in the sector, particularly regarding service quality and reliability.

Conclusion

The Brand Finance Telecoms 150 2020 report provides a comprehensive analysis of the global telecoms brand landscape, highlighting both the value and strength of leading telecom brands. It underscores the resilience of the sector amid the impact of the pandemic, while also emphasizing the importance of brand management in driving financial returns and consumer loyalty. The report serves as a guide for companies to understand how to leverage their brand assets effectively in a competitive market.