Deutsche Telekom achieves highest brand value in its history

• Deutsche Telekom defends the top spot as the most valuable European telecommunications brand
• Continuous growth since the 2008 brand relaunch means an increase in brand value of more than 300 percent
• Brand Finance Global 500 determines most valuable brand in the world

Deutsche Telekom has achieved the highest brand value in its history, at 36.4 billion U.S. dollars. According to the Brand Finance Global 500 ranking, this is an increase of ten percent on the previous year's value. This compelling result again makes the company the most valuable telecommunications brand in Europe, followed by Vodafone and Orange. “Since its relaunch in 2008, the brand has seen continuous growth in value, increasing by an impressive 309 percent,” noted Deutsche Telekom's Head of Branding, Hans-Christian Schwingen, emphasizing the long-term success of the brand strategy.

Deutsche Telekom is also the second most valuable German brand in the world after BMW. They are followed by Mercedes-Benz, VW and Siemens. Google gets the most valuable brand across the globe, followed by Apple and Amazon.

Every year, Brand Finance determines which brands are the most valuable in the world. Deutsche Telekom's ranking reflects the stability of the brand strategy, according to the UK-based consultancy firm. In addition, the telecommunications company successfully continued its positive business development in the last year, while also making long-term investments in network quality, innovation and customer service, all of which form the basis for the increase in brand value. Conducting valuations on a geographic segmented basis, T-Mobile US has continued its momentum from last year to become the third largest and the fastest growing carrier in the US, according to Brand Finance. In Germany Deutsche Telekom has performed well as seen in an improved and better than expected mobile revenue growth.

Explanation of the methodology

Brand Finance Global 500 compiles a ranking of the most valuable brands in the world by brand value. This value is measured in U.S. dollars and the valuation date is January 1, 2017. The brand values are calculated on the basis of the question of what license fees a company would have to pay if it did not own the brand. This method is also referred to as the royalty relief approach. In addition to the brand value, each of the 500 brands is allocated a brand rating: modeled on the credit rating, this value represents a benchmark of the strengths, risks and potentials of a brand, compared to the brands of its competitors.

More information on the Brand Finance Global 500 study is available on the website http://www.brandfinance.com

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