Movistar, Telefónica, Yoigo and Cellnex, the Spanish companies that were already in the ranking

Euskaltel enters the Brand Finance ranking of the world’s most valuable telecommunications brands

  • The Spanish presence in the sectorial ranking of telecommunications brand value increases. Euskaltel joins Movistar, Telefónica, Yoigo and Cellnex among the most valuable brands in the world.
  • The two brands of the Telefónica Group, Movistar and Telefónica, decrease in value and brand strength but continue to be the first among the Spanish ones.
  • Yoigo is the only Spanish in the ranking that increases both in value (20.1%) and in brand strength (+4 points). Cellnex is the one with the greatest increase in brand value (28.4%).
  • The 150 brands in the sector have lost a cumulative 68 billion in brand value compared to 2020.
  • Verizon extends lead ahead of AT&T as the world’s most valuable telecommunications brand, brand value increased 2% to 58.6 billion euros.
  • Jio shines as the strongest and fastest growing in the world on the Brand Strength Index (BSI) with a score of 91.7 out of 100.

Access the full Brand Finance Telecoms 150 report here.

Madrid, February 23, 2021.- Euskaltel is already among the most valuable Spanish telecommunications companies in the world according to the report that assesses the 150 most valuable international brands in the sector, Telecoms 150 2021 from Brand Finance , the leading independent consultancy in valuation of intangibles whose rankings comply with the ISO 10668 and ISO 20671 of valuation and evaluation of brands respectively and that contributes with its brand value database to create one of the indicators of the UN Global Innovation Index (GII) . The American Verizon leads the brand value ranking with a value of 58.6 billion euros, + 2% compared to 2020.

With the Euskaltel Euskadi team back in “LaVuelta” after 8 years and results 24.5% higher than 2020 despite the coronavirus year, the Euskaltel brand is living a good brand trajectory, so much so that this year it has managed to enter the list of the most valuable in the world in a sector as competitive and internationally atomized as telecommunications. This year it has distributed a dividend of 25 million among its shareholders. According to the company, this would be the fifth consecutive year that it has managed to do so since it went public in 2015. In addition, it has signed a brand license agreement with the Virgin Group to use the Virgin brand ,one of the most recognized and respected brands in the world, in Spain and thus promote its national expansion strategy. The Virgin brand will coexist with the Group’s three established brands (Euskaltel, Telecable and R), which will continue to provide leading services in each of their respective regions. Euskaltel believes that the combination of its strong regional brands with the Virgin brand, which it will use at the national level, will provide excellent growth opportunities.

Teresa de Lemus , Managing Director of Brand Finance Spain : “Despite the isolation mitigated by calls and the increase in content consumption, the most valuable Spanish telecommunications brands have gone from a brand value of 11.0 billion euros to a value total mark 9.1 in one year¨

Brand value
Mark Brand Value Ranking 2021 Brand Value Ranking 2020 Variation in Brand Value Ranking Brand Value Variation
Movistar 17 13 -4 -22.7%
Telephone 68 64 -4 -20.4%
Yoigo 115 131 16 20.1%
Cellnex Telecom 123 144 twenty-one 28.4%
Euskaltel 145 New 12.9%

Telefónica and Movistar, both brands of the Telefónica group, this year were hard hit by COVID-19, and this has been reflected in the value and brand strength of both firms. Both companies, the most valuable telecommunications companies in Spain, fell 4 places in the sector ranking to 68 and 17 respectively. Despite continuing to be the first Spanish to appear in the ranking (they are still among the first 100 in positions 17 – Movistar- and 68 -Telefónica- in terms of brand value) both companies have decreased their value by more than 20% ( -22.7% Movistar and -20.4% Telefónica).

The outlook for the group in the coming years is not very encouraging according to our analysts and the group is expected to experience lower growth in the next period. Despite the challenging environment, Telefónica remained at the forefront of developments in the sector. Its 5G network was activated with the goal of achieving 75% coverage by the end of the year in line with the brand’s message of “reaching as many households as possible.” Telefónica has suffered a setback in the field of play when the regulatory body, CNMC, has just ruled that the Spanish operator, the owner of the rights, will continue to be obliged to share them with its rivals, Orange between them, whether they want to or not, until 2023. They also launched “Movistar Salud” and performance improvements were implemented for “Movistar Prosegur Alarmas”.

Both Yoigo and Cellnex are among the 10 brands that have grown the most in brand value. The significant expansion of the Cellnex Group’s geographic footprint (Portugal, France, the UK and Poland) is the main reason for the firm’s rapid revenue growth despite the rumors of a possible merger with American Towers . Yoigo, for its part, has seen its brand value increase thanks to the increase in the income of the Masmóvil Group , of which it is part.

Teresa de Lemus, Managing Director of Brand Finance Spain: “Perhaps we will soon see other Spanish companies in the ranking, such as Red Eléctrica, which proposes the entry of new partners for the telecommunications business built around Hispasat and the fiber optic subsidiary Reintel. “

Brand Strength Ranking

At Brand Finance we establish the Strength of the Brand, the second most important variable in addition to the Brand Value, according to three factors: “Income”, activities that support the future strength of the brand; “Fairness”, actual current insights from our market research and other data provider partners.

Brand Strength
Mark Qualification 2021 2020 qualification Brand Strength Ranking 2021 Brand Strength Ranking 2020 Brand Strength Ranking Variation Brand Strength Variation
Movistar AA + AAA- 65 40 -25 – 4.0
Telephone A + A + 138 119 -19 – 4.0
Yoigo AA AA- 103 107 4               2.6
Cellnex Telecom A + AA- 122 113 -9 – 1.4
Euskaltel AA- A + 114 New               5.7

This indicator has been negative for Movistar, Telefónica and Cellnex this year, with the two Telefónica Group brands falling 4 points, which fell 25 and 19 places in the strength ranking respectively, and -1.4 points from Cellnex Telecom, which fell 9 places to 113 Euskaltel is, of the Spanish companies, the one that registered the greatest increase (+5.7 points) followed by Yoigo (+2.6 points).

A sector that loses brand value and strength

The 150 brands in the sector have lost an accumulated 68 billion in brand value compared to 2020. In 2020, the 150 brands in the sector added an accumulated 624,742 million in 2020 compared to the 556,705 million recorded in this report.

The trend is reflected in Spanish brands. The 5 brands of 2021, including Euskaltel, add up to a total of 9.1 billion euros, -1.9 billion less than the sum of the value of the 4 Spanish brands that appeared in 2020, which amounted to 11.0 billion of euros.

In Spain, many operators put themselves at the service of their customers, including Movistar, the first to offer free content to their customers during the pandemic. All these actions affect the brand evaluation, so we will see the real impact on the brand strength index and its brand value in the coming years.

Verizon Retains No. 1 Ranking Worldwide and Region-wide

For the second year in a row, Verizon has been awarded the title of the world’s most valuable telecommunications brand after a 2% increase in brand value to 58.6 billion euros. This growth in brand value has not only driven it once again to position itself among the top 10 most valuable brands globally in the Brand Finance Global 500 2021 ranking , but has meant that the brand has continued to expand the gap that separates it from AT&T in second place (brand value down -18% to € 43.7 billion). A further 15 US brands are featured in the Brand Finance Telecoms 150 2021 ranking, with a combined brand value of € 150.6 billion.

From the 2 years ago when Verizon’s business transformation program began, Verizon 2.0 – focused on network transformation, go-to-market, brand, and business culture – the brand continues to make giant strides across the industry. The giant is widely recognized for being, among those in its category, the one with the best network and the widest coverage in the United States. And network usage increased during the pandemic, handling a staggering 800 million phone calls and 8 billion text messages a day. Verizon is making significant progress in its 5G expansion program, which now reaches more than 2,700 cities and 230 million people.

Teresa de Lemus, Managing Director Brand Finance Spain: “The Verizon brand is leveraging its brand strength to increase customer differentiation by migrating to unlimited plans and increasing adherence to content and partnerships such as Disney +, Apple and Discovery plus.”

Despite a 35.1% drop in brand value, making it the eighth fastest-falling brand in Brand Finance Telecoms 150 2021, Vivo (€ 1.3 billion brand value), is the most valuable telecommunications brand in South America. With the largest share of the Brazilian telecommunications market, Vivo is the leading fixed and wireless telephony brand in the country, even though it has been through difficult times in the last year due to the pandemic. However, the brand has taken steps towards innovation, using artificial intelligence to provide data that allows the Brazilian government to track the spread of COVID-19 throughout the country.

Other telecommunications brands in South America have also had complicated results such as the Argentine Personal (brand value of 215 million euros), which caused the brand to lose 55.8% of its value, becoming the third brand to suffer the most ranking drop. Personal’s Brazilian neighbor, Oi, is the fourth brand that has fallen the most, up 38.8% to 362 million euros. The brand has been plagued with financial problems in recent years, initially filing for bankruptcy in 2016 and running losses since. This has been compounded by the low levels of consumer recommendation and consideration we saw in our Brand Finance Global Brand Equity Monitor study, which has led to a decline in brand strength, as the Strength Index score of Oi’s brand (BSI) currently reaching 63.0 out of 100. The story is similar for the Chilean brand, VTR, which is the seventh brand that falls the most in the ranking this year, falling by 35.2% less, reaching 221 million euros. VTR’s drop in brand value is primarily attributed to a slight decline in revenue and an increase in weighted cost of capital over the past year.

Deutsche Telecom is crowned the most valuable brand in Europe

With a brand value of 43.5 billion euros, Deutsche Telekom has maintained its position as the most valuable telecommunications brand in Europe, moving up one place in the Brand Finance Telecoms 150 2021 ranking to third place. Following an impressive 20.6% growth in brand value, the fastest growing brand in the top 10, far outpacing the second fastest growing brand, Spectrum , which increased 4.8% to 18.2 billion euros.

As the largest telecommunications provider by revenue in Europe, Deutsche Telekom has reaped the rewards of its harvest by expanding to ultra-fast internet connections and increasing the popularity of its MagentaENIS service package. Last year, the German telecommunications brand also completed the merger of T-Mobile and Sprint in the US, which has significantly bolstered its total revenues, even despite the COVID-19 pandemic. With a successful merger under its belt, the telecoms giant is now looking back to Europe for further expansion, an effort likely to lead to greater success in the coming year.

Jio shines as the fastest growing and strongest brand in the world

In addition to measuring overall brand equity, Brand Finance also assesses the relative strength of brands, based on factors such as marketing investment, customer perceptions, employee satisfaction, and corporate reputation. Along with revenue forecasts, brand strength is a crucial factor in brand equity.

Indian telecom giant Jio is shaking up the industry as the world’s strongest telecom brand, with a Brand Strength Score (BSI) of 91.7 out of 100 and a Brand Strength rating of AAA +.

Despite its recent founding in 2016, Jio has quickly become the largest mobile network operator in India and the third largest mobile network operator in the world, with nearly 400 million customers. Renowned for his incredibly affordable plans, Jio took India by storm by offering 4G to millions of users for free, simultaneously transforming the way Indians consume the internet, which is even known as the ‘Jio effect’.

The dominance of the brand across the country is also evident in the results of the market research conducted by Brand Finance. Jio scores highest on all metrics – Conversion Consideration, Reputation, Recommendation, Word of Mouth, Innovation, Customer Service, and Value for Money – compared to its telecom competitors in India. The brand does not have major weaknesses within the sector and, unlike other telecom brands globally, Jio has shown that it has broken the mold and enjoys genuine affection from consumers.

In addition to being a prominent brand for its brand strength, Jio is the brand that has grown the most in the ranking in terms of brand value, breaking the negative trend present throughout the industry, with an increase from 41.5% to 4.1 thousand millions of euros.

The Indian brand Airtel also celebrated a strong year, jumping 12 points in the ranking to 23rd after increasing the brand value of 28.3% to 5.2 billion euros.

Despite registering a 27.8% drop in brand value, China Mobile (€ 32 billion brand value) remains the most valuable brand in the region, followed by China Telecom (down -37 , 4% brand value to 11.3 billion euros) and China Unicom (down -20% to 6.7 billion euros). Despite being in the Top 20 of Brand Finance Telecoms 2021, China’s top three telecom brands experienced more significant losses in brand value than any of their Chinese competitors.

There are several reasons for China’s declining performance within the sector, namely the decline in the number of subscribers, including large-scale cancellations of business phone numbers, and the torrential rain that resulted in some of the worst flooding in the region in more than two decades. In the first quarter of 2020 alone, China Mobile lost four million users and China Unicom lost 7.5 million. Additionally, the mid-year floods affected nearly a quarter of a million people, with 41,000 homes destroyed when the floods washed away buildings and telecommunications infrastructure.

MEA brands stand out for innovation

Etisalat has been crowned the strongest telecommunications brand in the MEA, with a Brand Strength Index (BSI) score of 87.4 out of 100 and a AAA brand strength rating, the only brand in the region to achieve this rating.

Thanks to its strategy in recent years and its recent achievement of becoming the fastest network on the planet, the brand was in a position to respond immediately to the ‘new normal’ of the pandemic, providing solutions and flexibility in a way that connect emotionally with consumers. Etisalat Group is aiming to become a truly global player.

Teresa de Lemus , Managing Director of Brand Finance Spain :

“When COVID hit in 2020, Etisalat led from the front in ensuring business continuity, robust e-government, enabling smart cities and remote learning, to help drive the UAE’s digital future. By maintaining visibility and providing the nation with the fastest network on the planet, Etisalat has earned its place as the strongest brand in the region. “

STC is the most valuable brand in the region, its brand value rose 7.5% to 7.7 billion euros, simultaneously jumping 5 positions to 13th in the ranking. STC has recently doubled the capacity of its network, without ever compromising on customer service, something the brand takes great pride in. The brand has also achieved a AAA brand rating for the first time due to its branding and business transformation. With an increase of 4.4 points of strength, it rises an impressive 22 positions in the BSI ranking.

Note to editors

Every year, Brand Finance tests 5,000 of the largest brands, assessing their strength and quantifying their value, and publishes nearly 100 reports, ranking brands across sectors and countries. The 150 most valuable telecommunications brands in the world are included in the Brand Finance Telecoms 150 2021 report.

The full Brand Finance Telecoms 150 2021 ranking, additional information, charts, more information on the methodology, as well as definitions of key terms are available in the Brand Finance Telecoms 150 2021 report.

The brand value is defined as the net economic benefit the owner of a brand to achieve the grant brand license in the open market. Brand strength is the effectiveness of a brand’s performance on intangible measures relative to its competitors. See below for a full explanation of our methodology.

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About Brand Finance

Brand Finance is the leading independent, international consulting firm in brand valuation and strategy, with offices in 20 countries. We create bridges between the areas of marketing and finance. We provide clarity to marketers, brand owners and investors when quantifying the financial value of a brand. For our experience in strategy; branding; market research; Visual identity; finance; Tax aspects and intellectual property, at Brand Finance we support the client to make the right decisions that optimize the value of a brand and the entire company by building bridges between marketing and finance.

Every year, the independent brand valuation consultancy Brand Finance values ​​the most important brands in the world. More details on the methodology and terminology, as well as the definitions of terms can be found on our Brand Finance website .

Brand Finance collaborated in the development of the international standard on financial valuation of brands, ISO 10668, as well as in the recently approved standard on brand assessment, ISO 20671. Brand Finance is under the ICAEW regulations as a public accounting firm and is the first consulting firm in brand valuation to be part of the international committee on valuation standards, IVSC.

Methodology

Brand definition

The brand is defined as an intangible asset related to marketing that includes, among others, names, terms, signs, symbols, logos and designs, intended to identify goods, services or entities, creating images and distinctive associations in the minds of the parties interested. , thus generating economic benefits.

Brand value

Brand equity refers to the present value of earnings specifically related to brand reputation. Organizations own and control these profits by owning trademark rights.

All brand valuation methodologies are essentially trying to identify this, although the approach and assumptions differ. As a result, the published brand values ​​may be different.

These differences are similar to the way that equity analysts provide business valuations that are different from each other. The only way to discover “real” value is by looking at what people actually pay.

As a result, Brand Finance always incorporates a review of what brand users actually pay for brand use in the form of brand royalty agreements, found in more or less every industry in the world.

This is sometimes referred to as the “Royalty Relief” methodology and is by far the most widely used approach to brand valuations as it is grounded in reality.

It is the foundation of a public ranking, but we always augment it with a real understanding of people’s perceptions and their effects on demand, from our market research database on 3,000+ brands in 30+ markets.

Brand valuation methodology

For our ratings, Brand Finance uses the simplest and easiest-to-understand method possible to help readers understand, gain confidence, and actively use brand ratings.

Brand Finance calculates the values ​​of brands in their rankings using the Royalty Relief approach, a brand valuation method that meets the industry standards set out in ISO 10668.

Our evaluation of the Brand Strength Index or Brand Strength Index, a comprehensive scorecard of brand-related measures, also complies with ISO standards (ISO 20671) and works as a predictive tool of future changes in brand value and a dashboard to help companies improve marketing.

We do this in the following four steps:

  • Brand impact. We review what brands already pay in royalty agreements. This is augmented by an analysis of how brands impact profitability in the sector versus generic brands. This results in a range of possible royalties that could be charged in the industry by brands (for example, a range of 0% to 2% of revenue)
  • Brand strength. We adjust the rate higher or lower for brands by analyzing Brand Strength. We analyze the strength of the brand by looking at three main pillars: “Income”, which are activities that support the future strength of the brand; “Fairness”, which are actual current insights from our market research and other data partners; “Product”, which are brand-related performance measures, such as market share. Each brand is assigned a Brand Strength Index (BSI) score of 100, which feeds into the calculation of brand equity. Based on the score, each brand is assigned a corresponding brand rating up to AAA + in a format similar to a credit rating.
  • Brand impact x Brand strength. 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%.
  • Forecast of the calculation of the brand value. We determine brand-specific revenue as a proportion of parent company’s revenue attributable to the brand in question, and we forecast that revenue by analyzing historical revenue, capital analyst forecasts, and economic growth rates. We then apply the royalty rate to the expected revenue to derive the brand’s revenue and apply the relevant valuation assumptions to arrive at an after-tax discounted present value equal to the brand’s value.

Disclaimer

Brand Finance has produced this study with an independent and unbiased analysis. The derived values ​​and opinions presented in this study are based on publicly available information and certain assumptions Brand Finance used when such data was poor or unclear. Brand Finance accepts no responsibility and will not be liable in the event that publicly available information subsequently relied upon is inaccurate. The opinions and financial analysis expressed in the study should not be construed as investment or business advice. Brand Finance does not intend to trust the study for any reason and excludes all liability to any body, government or organization.

The data presented in this study is part of Brand Finance’s proprietary database, provided for the benefit of the media, and should not be used in whole or in part for any commercial or technical purpose without the written permission of Brand Finance.