Brand

With this focus, we have decisively improved and refined our Deutsche Telekom brand. In 1995, when the company was founded, we were still focusing primarily on technology and on international growth. Then, we added new areas, as we expanded our range of products and services, and began operating in more and more countries. In the process, we created numerous brands, for seemingly numerous identities, including national and international business units, and with seemingly numerous different focuses, including products, services and rates. Our brand's overall image became increasingly diffuse as a result. 

At the same time, convergence was increasing. Technologies that used to be separate were growing together. This also called for a new, integrated approach. For this reason, in 2007 we began to streamline our fragmented brand presence and to focus it on a simpler common denominator. Everything was consolidated and unified under a single umbrella, the "T."

With its new brand claim "Connecting your world." the Group is today underlining its global orientation as one of the leading players in the increasingly digital world. The company also wants to focus its communications even more strongly on the wishes and needs of its customers. The claim, in conjunction with the T, helps to create a consistent brand experience worldwide.

This positioning puts us in an excellent position. Deutsche Telekom has systematically focused its global brand strategy on the T umbrella brand. The familiar logo is becoming more central to communications. In addition, Magenta is given a clearer role in the new brand architecture. In the future, the color brand name will structure the product portfolio across all countries. In conjunction with the Liquid Brand Design, which Deutsche Telekom already introduced in 2020, all brand elements now strengthen the appearance as a global brand. Our brand image is clearly comprehensible across national borders, making it more effective and efficient.

The result of consistent and stringent brand management is regularly confirmed by studies such as Brand Finance Global 500, according to which Deutsche Telekom is one of the most valuable brands in the world. The experts put the Group in a strong eleventh place in the overall ranking as the only European company in the top 20. Deutsche Telekom is also the most valuable telecommunications brand in the world. In Europe, the T brand remains the number one corporate brand. 

Telekom's successful performance is based on its current brand value. According to the study, this amounts to 85.3 billion US dollars. The increase compared to the previous year (USD 73.3 billion) is 16,4%. Since 2020 (USD 39.9 billion), Telekom's brand value has increased by 114 percent, more than doubling within this period.

The positive trend is also confirmed by the Kantar BrandZ ranking „Top 50 Most Valuable German Brands“. According to this, Telekom is the leading German company worldwide. It ranks well ahead of SAP, Siemens, Mercedes-Benz and BMW.