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Telecoms 2018 - brandfinance.com

Brand Finance Telecoms 300 February 2018 3. Foreword. What is the purpose of a strong brand: to attract customers, to build loyalty, to motivate






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Telecoms 300 2 018The annual report on the world s most valuable telecoms brandsFebruary 2018Brand Finance Telecoms 300 February 2018 is the purpose of a strong brand: to attract customers, to build loyalty, to motivate staff? All true, but for a commercial brand at least, the first answer must always be to make money . Huge investments are made in the design, launch, and ongoing promotion of brands. Given their potential financial value, this makes sense. Unfortunately, most organisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step, but is often sporadic. Where it does take place, it frequently lacks financial rigour and is heavily reliant on qualitative measures, poorly understood by non-marketers. As a result, marketing teams struggle to communicate the value of their work and boards then underestimate the significance of their brands to the business. Sceptical finance teams, unconvinced by what they perceive as marketing mumbo jumbo, may fail to agree necessary investments. What marketing spend there is, can end up poorly directed as marketers are left to operate with insufficient financial guidance or accountability. The end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative impact on the bottom line. Brand Finance bridges the gap between marketing and finance. Our teams have experience across a wide range of disciplines from market research and visual identity to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line. By valuing brands, we provide a mutually intelligible language for marketing and finance teams. Marketers then have the ability to communicate the significance of what they do, and boards can use the information to chart a course that maximises profits. Without knowing the precise, financial value of an asset, how can you know if you are maximising your returns? If you are intending to license a brand, how can you know you are getting a fair price? If you are intending to sell, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions. Brand Finance s research revealed the compelling link between strong brands and stock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole. Acknowledging and managing a company s intangible assets taps into the hidden value that lies within it. The following report is a first step to understanding more about brands, how to value them and how to use that information to benefit the business. The team and I look forward to continuing the conversation with Haigh CEO, Brand FinanceBrand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 3About Brand Finance 4Contact Details 4Definitions 6Executive Summary 8Regional Overview 12Telecoms Infrastructure 10 14Full Table 16Methodology 22Understand Your Brand s Value 23Consulting Services 24Communications Services 25 Contents. Brand Finance is the world s leading independent brand valuation and strategy consultancy. Brand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance . For more than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom pride ourselves on four key strengths: Independence Technical Credibility Transparency Finance puts thousands of the world s biggestbrands to the test every year, evaluating which are the strongest and most more information, please visit our business enquiries, please contact:Richard HaighManaging Director media enquiries, please contact:Konrad JagodzinskiCommunications Director all other enquiries, please (0)207 389 9400 brand-finance further information on Brand Finance s services and valuation experience, please contact your local representative:Country Contact Email addressAsia Pacific Samir Dixit +65 906 98 651 Australia Mark Crowe +61 282 498 320Brazil Geoffrey Hamilton-Jones +55 1196 499 9963Canada Bill Ratcliffe +1 647 3437 266Caribbean Nigel Cooper +1 876 8256 598China Scott Chen +86 1860 118 8821East Africa Jawad Jaffer +254 204 440 053France Victoire Ruault +44 0207 389 9427Germany Holger M hlbauer +49 1515 474 9834India Ajimon Francis +91 989 2085 951Indonesia Jimmy Halim +62 215 3678 064Ireland Simon Haigh +353 087 6695 881Italy Massimo Pizzo +39 0230 312 5105Mexico & LatAm Laurence Newell +52 1559 197 1925Middle East Andrew Campbell +971 508 113 341Nigeria Babatunde Odumeru +234 012 911 988Romania Mihai Bogdan +40 728 702 705Spain Teresa de Lemus +34 654 481 043 South Africa Jeremy Sampson +27 828 857 300Sri Lanka Ruchi Gunewardene +94 114 941 670Turkey Muhterem Ilg ner +90 216 3526 729UK Richard Haigh +44 0207 389 9400USA Amy Rand +44 0207 389 9432Vietnam Lai Tien Manh +84 473 004 468Brand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 Brand Value+ Enterprise Value The value of the entire enterprise, made up of multiple branded businesses. Where a company has a purely mono- branded architecture, the enterprise value is the same as branded business value .+ Branded Business Value The value of a single branded business operating under the subject brand. A brand should be viewed in the context of the business in which it operates. Brand Finance always conducts a branded business valuation as part of any brand valuation. We evaluate the full brand value chain in order to understand the links between marketing investment, brand- tracking data, and stakeholder behaviour.+ Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand. The brand values contained in our league tables are those of the potentially transferable brand assets only, making brand contribution a wider concept. An assessment of overall brand contribution to a business provides additional insights to help optimise performance.+ Brand Value The value of the trade mark and associated marketing IP within the branded business. Brand Finance helped to craft the internationally recognised standard on Brand Valuation ISO 10668. It defines brand as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.[Telefonica][Movistar]Brand Value[Movistar][Movistar]Enterprise ValueBranded Business ValueBrand ContributionBrand Strength IndexWidely recognised factors deployed by marketers to create brand loyalty and market share. Marketing Investment A brand that has high Marketing Investment but low Stakeholder Equity may be on a path to growth. This high investment is likely to lead to future performance in Stakeholder Equity which would in turn lead to better Business Performance in the future. However, high Marketing Investment over an extended period with little improvement in Stakeholder Equity would imply that the brand is unable to shape customers Equity The same is true for Stakeholder Equity. If a company has high Stakeholder Equity, it is likely that Business Performance will improve in the future. However, if the brand s poor Business Performance persists, it would suggest that the brand is inefficient compared to its competitors in transferring stakeholder sentiment to a volume or price Performance Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder Equity, it would imply that, in the future, the brand s ability to drive value will diminish. However, if it is able to sustain these higher outputs, it shows that the brand is particularly efficient at creating value from sentiment compared to its of the brand among different stakeholder groups, with customers being the most market and financial measures representing the success of the brand in achieving price and volume StrengthBrand Strength is the efficacy of a brand s performance on intangible measures, relative to its competitors. In order to determine the strength of a brand, we look at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding rating up to AAA+ in a format similar to a credit the three brand strength measures helps inform managers of a brand s potential for future Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 8. Executive Giants Challenge Telecoms American telecoms players continue to dominate the Brand Finance Telecoms 300 league table, with AT&T retaining the title of the sector s most valuable brand, but most US brands experience a loss in value as they fend off competition from internet giants. Challenges presented by technology brands, such as Facebook-owned WhatsApp and Microsoft-owned Skype, have meant American telecoms must update their voice and video calling service offerings to stay revenue growth has been in decline since 2013 as more customers opt for Over-The-Top (OTT) messaging services to remain in touch. With Microsoft (Skype), Facebook (Messenger, WhatsApp), Amazon (Alexa), Tencent (WeChat), Google (Hangouts) and many other firms expanding in this space, demand for OTT services is causing telecoms brands to adapt fast. However, 79% of mobile customers worldwide think that demand for OTT is outpacing the ability of telecoms brands to adjust, according to a 2017 Mobile Economy report by the American telecoms brands are at the top of the table, they are grappling with falling brand values as they find themselves navigating a complex regulatory environment and competitive offerings from the internet challengers, all whilst battling sinking revenues. In order to survive in the digital era, telecoms must put up a strong fight by adopting innovative HaighCEO, Brand FinanceExecutive , when taking a snapshot of brand representation by country, the US still dominates as American brands hold the largest share or 28% of the total brand value in the Brand Finance Telecoms 300 league table. By comparison, China and Japan each account for 11% of the brand value in the telecoms sector and British telecoms brands occupy 8% of the league Calling out CompetitorsAT&T maintained its position as the leading telecoms brand in the world, despite its brand value falling 5% from US$ billion to US$ billion over the past 12 months. AT&T struggled with the loss of postpaid mobile phone subscribers as lower pricing for its unlimited plans failed to attract customers in a saturated US market. Looking to the future, the brand is now involved in new 5G network investments and participating in intensive testing for vehicle-to-everything (V2X) s largest wireless network, Verizon, came in second place with a brand value of US$ billion, down Brand Value Change 2017-2018 (%)Top 10 Most Valuable BrandsRank 2018: 1 2017: 1 BV 2018: $82,422m BV 2017: $87,016mBrand Rating: AAA-1Rank 2018: 9 2017: 9 BV 2018: $18,928m BV 2017: $20,621mBrand Rating: AA+9+3%Rank 2018: 10 2017: 7 BV 2018: $18,744m BV 2017: $21,831mBrand Rating: AA+10Rank 2018: 7 2017: 10 BV 2018: $23,979m BV 2017: $17,599mBrand Rating: AA+7+36%Rank 2018: 8 2017: 8 BV 2018: $22,206m BV 2017: $21,526mBrand Rating: AAA-8-5%-5%-8%-14%Rank 2018: 6 2017: 6 BV 2018: $26,121m BV 2017: $26,180mBrand Rating: AA+60%Rank 2018: 2 2017: 2 BV 2018: $62,826m BV 2017: $65,875mBrand Rating: AAA-2Rank 2018: 3 2017: 3 BV 2018: $53,226m BV 2017: $46,734mBrand Rating: AAA3+14%Rank 2018: 4 2017: 4 BV 2018: $40,872m BV 2017: $40,542mBrand Rating: AA+4+1%Rank 2018: 5 2017: 5 BV 2018: $40,152m BV 2017: $36,433mBrand Rating: AA+5+10%Golan Telecommy2degreesAlmadar AljadeedUQ CommunicationsVideotronPOST LuxembourgTouchAmaysimVNPT-37%-37%-44%-4 6%-49%-51%-52%-54%-60%-78%281%228%145%14 1%140%135%96%96%95%84%China All AccessMobilisFLOWThe Utility WarehouseTelecom EgyptNatcom (Viettel)Reliance CommunicationsKDDIMovicelDigiMobilBrand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 Value Over TimeBrand Value by CountryExecutive 15 Strongest BrandsBSI US$ billion last year, dropping 5% in brand value. Also placed within the top 10 in 6th spot is American brand Xfinity, the wireless and TV service owned by the wider Comcast network and valued at US$ billion. Another American brand which has seen its brand value drop is independent business connectivity provider, Spectrum, which came in 12th place whilst contending with a 15% fall in brand Makes its Presence FeltThe biggest success story from China in the Brand Finance Telecoms 300 league table is China Telecom which saw a 36% growth to its brand value, rising through the ranks to 7th place this year, from 10th last year. The brand is valued at almost US$ billion. China Telecom is stepping up efforts towards 5G deployment, with plans to run a phased testing period for capacity and performance of 5G networks across six cities from 2017 to 2019 before launching commercially in 2020. China Telecom is also the country s biggest fixed-line network services provider. China Mobile is ranked in 3rd place, with a brand value of US$ billion, up 14% from last year, taking the title of most valuable telecoms brand in Asia. China Mobile boasts the world s most extensive mobile network and the world s largest mobile phone customer base. Its success can also be credited to the advanced moves it is making in the testing of single-carrier 400G Optical Transport Networking (OTN) - the first of its kind for domestic providers. China Mobile is also the strongest brand in the Brand Finance Telecoms 300 league table with a Brand Strength Index (BSI) score of and a corresponding AAA brand is One to WatchThe new entrant, Netherlands-based Altice, ranked 68th and valued at US$ billion, is the brand to watch as it orbits its focus on subsidiaries in the US, Europe, Middle East, and the Caribbean. Its French competitors are fighting hard to maintain top status, with Orange continually investing in fibre infrastructure and brand strengthening. In light of this, Altice is committed to increasing investments in customer services and has vowed to restore value proposition with its worldwide masterbrand strategy set to roll out this year. Brand Value (USD bn)Year020406080100201820172016201520142 0132012Colour Country Brand Value % of total (USD bn) United States 28% China 11% Japan 11% United Kingdom 8% Germany 5% France 4% Others 33% Total 100%BSI ScoreBSI ScoreBSI ScoreBSI ScoreBrand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 Valuable Telecoms Brands by RegionNorth AmericaLatin AmericaEuropeAustralasiaAsiaMiddle East & AfricaUS$ billionUS$ billion US$ billionUS$ billionUS$ billionUS$ billionEtisalat are Middle East WinnersIn the Middle East, Etisalat has been named the region s most valuable telecoms brand for the first time. The Abu Dhabi-based operator has turned the dial up with a 40% increase to its brand value, cementing its place as a Strategic Enabler in the UAE s digital transformation. Etisalat boasts an impressive AAA- brand rating and is the only telecom provider from the region to break the US$7 billion brand value mark. The key growth drivers behind Etisalat s US$ billion brand value include the brand s innovative customer service-driven strategy, its leadership position on the 5G revolution, and successful launches of global brand-building initiatives. Deutsche Telekom Does it AgainDeutsche Telekom achieved a 10% increase in its brand value over the last year, taking it beyond the US$40 billion barrier to US$ billion. In Europe, the 5G revolution will be the next territory in which Deutsche Telekom could further dominate. Its reputation as a reliable Claro Leads in Latin AmericaClaro is the most valuable telecoms brand in the Latin American region. Ranked 32nd and valued at US$ billion, Claro has led its Mexican parent company Am rica M vil s portfolio, which also includes Telcel (41) and Telmex (74), and has become the group s first truly pan-regional brand. Claro operates in numerous countries throughout Central and South America as well as the Caribbean providing subscribers with a variety of telecoms services and high-speed mobile internet provider in Germany has led to success beyond German borders, as it extends the business across Europe and North America. Deutsche Telekom is not only building a reputation as a leading technology company which continues to invest in cutting-edge infrastructure, such as the new fibre-optic cabling throughout its fixed network, but it is also broadening its brand appeal by using the memorable magenta brand colour in the creation of a fashion and accessories Skips up to 13th PlaceAustralia s Telstra, continues to perform exceptionally well across a number of brand attributes, with a resulting 14% increase in brand value to US$ billion, taking the title of the most valuable telecoms brand in the region and 13th place in the Brand Finance Telecoms 300 2018. The strength of the brand contrasts with the decline in Telstra s market value of 21%, highlighting the ever increasing role of the brand in the organisation s overall business strategy. Telstra is committed to investing further in the upcoming launch of 5G services, which is expected to go live in early is a resounding victory for the Middle East to have over 20 brands represented in the Brand Finance Telecoms 300 rankings. This year, Etisalat emerges as the most valuable brand in the region. Through a combination of brand building engagements, leading the charge of the 5G revolution and successful delivery on its digitisation roadmap, Etisalat goes from strength to CampbellManaging Director, Brand Finance Middle EastLatin America s market dynamics and the region s evolving networks will drive telecoms to refine their offerings. Claro, a brand that has played an increasing role for Mexico s Am rica M vil, is a case in point. Laurence Newell Managing Director, Brand Finance MexicoRegional Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 Finance Telecoms Infrastructure 10 Most Valuable BrandsRank 2018: 1 2017: 1 BV 2018: $38,046m BV 2017: $25,230mBrand Rating: AAA-1+51%Rank 2018: 9 2017: 8 BV 2018: $1,044m BV 2017: $1,321mBrand Rating: A+9Rank 2018: 10 2017: New BV 2018: $935m Brand Rating: A+10Rank 2018: 7 2017: 7 BV 2018: $2,140m BV 2017: $1,596mBrand Rating: AAA-7+34%Rank 2018: 8 2017: 9 BV 2018: $1,204m BV 2017: $1,247mBrand Rating: A+8-3%-21%-6%Rank 2018: 6 2017: 6 BV 2018: $3,521m BV 2017: $2,869mBrand Rating: AA6+23%Rank 2018: 2 2017: 2 BV 2018: $19,411m BV 2017: $20,734mBrand Rating: AA+2Rank 2018: 3 2017: 5 BV 2018: $8,397m BV 2017: $4,916mBrand Rating: AA+3+71%Rank 2018: 4 2017: 3 BV 2018: $6,826m BV 2017: $6,830mBrand Rating: AA40%Rank 2018: 5 2017: 4 BV 2018: $4,560m BV 2017: $5,047mBrand Rating: AA5-10%Top 5 Strongest BrandsBSI Way AheadChinese brand Huawei comes out top in the Brand Finance Telecoms Infrastructure 10 league table, valued at US$ billion, up 51% from last year s US$ billion. Huawei s phenomenal global rise continues with its smartphone business now firmly in third place behind Apple and Samsung. The core networking business, which delivers the bulk of global revenue, is growing with the expectation of 5G services coming online soon. Since 2012, Huawei has grown nearly 700% from US$ billion to US$ billion, trailblazing Chinese efforts to build home-grown Makes a Comeback Favoured Finnish brand Nokia is the third most valuable telecoms infrastructure brand worldwide, reaping the benefits of refreshing its well-loved mobile phones. Nokia s brand story in the past few years can be likened to that of a phoenix rising from the ashes. Nokia has seen a 71% increase in brand value to US$ billion in the past year, quadrupling since the low point of US$ billion in has focused the brand on its core networks activities as well as extending into new licensing areas over the last year. It is a perfect example of how reinvigorating a well-loved brand through licensing can be a route to success. We expect to see significant growth of Nokia s brand value in the future as the implementation of the new strategy AndersonDirector, Brand FinanceBrand Finance Telecoms Infrastructure Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 Finance Telecoms 300 (USD m)Top 300 most valuable telecoms brands 1-50Rank2018Rank2017Brand nameCountryBrand value(USD m)2018%changeBrand value(USD m) 2017Brandrating2018Brandrating201711AT&T United States 82,422 -5% 87,016 AAA-AAA22VerizonUnited States 62,826 -5% 65,875 AAA-AAA-33China MobileChina 53,226 +14% 46,734 AAAAAA44NTT GroupJapan 40,872 +1% 40,542 AA+AA+55T (Deutsche Telekom)Germany 40,152 +10% 36,433 AA+AA+66XfinityUnited States 26,121 0% 26,180 AA+AA+710China TelecomChina 23,979 +36% 17,599 AA+AA+88OrangeFrance 22,206 +3% 21,526 AAA-AAA-99SoftBankJapan 18,928 -8% 20,621 AA+AA107VodafoneUnited Kingdom 18,744 -14% 21,831 AA+AA+1111auJapan 16,626 -2% 16,919 AA+AAA-1212SpectrumUnited States 13,396 -15% 15,738 AA-AA1314TelstraAustralia 12,436 +14% 10,943 AAAAAA-1413BTUnited Kingdom 11,494 0% 11,439 AA+AAA-1519China UnicomChina 11,479 +23% 9,355 AAAA1616MovistarSpain 11,415 +13% 10,065 AAA-AAA1718BellCanada 10,830 +12% 9,686 AAA-AAA-1815SkyUnited Kingdom 10,162 -2% 10,368 AAA-AAA-1926TIMItaly 8,656 +33% 6,492 AAA-AA+2017O2United Kingdom 8,637 -11% 9,719 AA+AAA-2123RogersCanada 7,887 +14% 6,898 AAA-AAA-2231EtisalatUAE 7,702 +40% 5,512 AAA-AA+2325TelusCanada 7,701 +17% 6,564 AAAAAA-2420SprintUnited States 7,455 -16% 8,848 AAAA25283United Kingdom 7,347 +15% 6,367 AAAA+2627CenturylinkUnited States 7,075 +10% 6,412 AA-AA-2722TelenorNorway 6,855 -4% 7,163 AA+AAA-2833SKSouth Korea 6,701 +28% 5,233 AAA-AA2921AirtelIndia 6,660 -14% 7,722 AAAAA+3029STCSaudi Arabia 6,651 +7% 6,218 AA+AA+3124SwisscomSwitzerland 6,201 -7% 6,633 AAAAAA3232ClaroMexico 6,085 +12% 5,430 AAA-AAA-3330SFRFrance 5,793 0% 5,808 AA+AAA-3441ChunghwaChina (Taiwan) 5,507 +50% 3,668 AA+AA+3534KTSouth Korea 5,252 +3% 5,091 AA+AA+3639Telkom IndonesiaIndonesia 5,168 +19% 4,335 AAAAAA-3738EEUnited Kingdom 4,686 +7% 4,377 AAA-AA3836TeliaSweden 4,281 -7% 4,614 AA+AA3945OptusAustralia 3,946 +19% 3,316 AAA-AA+4072UQ CommunicationsJapan 3,767 +140% 1,568 A+A-4142TelcelMexico 3,539 0% 3,552 AA+AAA-4237Dish NetworkUnited States 3,437 -25% 4,593 A+AA-4349SingtelSingapore 3,426 +31% 2,625 AAA-AA4446OoredooQatar 3,369 +9% 3,104 AA+AA4547MTNSouth Africa 3,252 +9% 2,975 AAA-AA+4661AISThailand 3,211 +49% 2,162 AAAAA+4748Viettel TelecomVietnam 3,178 +18% 2,686 AA-A4844KPNNetherlands 3,134 -6% 3,348 AAA-AAA-4951LG U+South Korea 3,029 +16% 2,618 AAAA5062Free MobileFrance 2,964 + 40% 2,121 AAA-AA+Top 300 most valuable telecoms brands 51-100Brand Finance Telecoms 300 (USD m).Rank2018Rank2017Brand nameCountryBrand value(USD m)2018%changeBrand value(USD m) 2017Brandrating2018Brandrating20175140Vi rgin MediaUnited Kingdom5258Bouygues TelecomFrance5356WindItaly5464duUAE5543F rontier CommunicationUnited States5655TelefonicaSpain5753AxiataMalay sia5871TracfoneUnited States5960ProximusBelgium6052PLDTPhilipp ines6135KDDIJapan6259ShawCanada6363VivoB razil6457Zain GroupKuwait6575Taiwan MobileChina (Taiwan)6676MTSRussia6750Turk TelekomTurkey68NewAlticeNetherlands6965T urkcellTurkey7069OptimumUnited States7167UPCSwitzerland7266Idea CellularIndia7397A1Austria7470TelmexMexi co7589MegafonRussia7673TigoUnited States7782Globe TelecomPhilippines7878MaxisMalaysia7983W indstreamUnited States80118VideotronCanada81109VNPTVietn am8291Tele2Sweden8392HKTChina (Hong Kong)8486TMMalaysia8585DiGiMalaysia8680T DCDenmark8774ZiggoNetherlands88102TRUETh ailand8990BCECanada9088Far Eastone TelecommunicationsChina (Taiwan)9196TelenetBelgium92100StarhubSi ngapore9393ElisaFinland94NewAOLUnited States9587OiBrazil9684BeelineRussia9779M obilySaudi Arabia98104FASTWEBItaly99111SafaricomKen ya10099EntelChileBrand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 300 most valuable telecoms brands 101-150Top 300 most valuable telecoms brands 151-200Brand Finance Telecoms 300 (USD m).Rank2018Rank2017Brand nameCountryBrand value(USD m)2018%changeBrand value(USD m) 2017Brandrating2018Brandrating2017151New C&W CommunicationUnited Kingdom152148CJ HellovisionSouth Korea153154HOTIsrael154160IntelsatLuxemb ourg155140VTRChile156198JASThailand15716 8ColtLuxembourg158190Cell CSouth Africa159157TDSUnited States160164Cyfrowy PolsatPoland161180VIBO TelecomChina (Taiwan)162165TPG TelecomAustralia163186BicsBelgium164184S henandoah TelecommunicationsUnited States165155SKY PerfecTV!Japan166158InmarsatUnited Kingdom167161NetvigatorChina (Hong Kong)168176Eutelsat CommunicationsFrance169181inwiMorocco170 205MPTMyanmar171175PelephoneIsrael172170 AAPTAustralia173195CTMChina (Macau)174185OTEGreece175163VonageUnited States176192ConsolidatedUnited States177194AsiacellIraq178179General CommunicationUnited States179169Cosmote GroupGreece180191Jazz (Mobilink)Pakistan181178SKY (New Zealand)New Zealand182189MoovUAE183188EmbratelBrazil 184NewDBSIsrael185196kolbiCosta Rica186206EuskaltelSpain187210Cellnex TelecomSpain188213KazakhtelecomKazakhsta n189147FLOWPanama1902442degreesNew Zealand191NewDialogSri Lanka192203YouseeDenmark193208AxtelMexic o194177HGCChina (Hong Kong)195217Time dotComMalaysia196167DishTVIndia197199Mov ilPanama198197EarthlinkUnited States199187m:tsSerbia200200Okinawa CellularJapanRank2018Rank2017Brand nameCountryBrand value(USD m)2018%changeBrand value(USD m) 2017Brandrating2018Brandrating2017101105 CogecoCanada102103PersonalArgentina10395 US CellularUnited States104112FreenetGermany105108SparkNew Zealand106101IM3 OoredooIndonesia107107PlayPoland108113Su nriseSwitzerland109NewSuddenlinkUnited States110117PlusPoland111124Maroc telecomMorocco112110RostelecomRussia1131 38MobifoneVietnam114115XLIndonesia115106 DigicelJamaica116119BezeqIsrael117133Dri llisch TelecomGermany118122MCIIran119120Mobista rBelgium120114TalkTalkUnited Kingdom121145WestUnited States122151VinaphoneVietnam123141NosPor tugal124137MeoPortugal125127IzziMexico12 6129eir (Eircom)Ireland127116BSNLIndia128142DnaF inland129135SESLuxembourg130130Glo MobileNigeria13198Reliance CommunicationsIndia132153U MobileMalaysia133132iiNetAustralia134139 OmanTelOman135131BASEBelgium136143Sonate lSenegal137149Telecom (Argentina)Argentina138123SmartoneChina (Hong 139150CellcomIsrael140134TelkomSouth Africa141121EchoStarUnited States142172MegacableMexico143162PT EmpresasPortugal144126Tata CommunicationsIndia145174M1Singapore1461 25AircelIndia147136YoigoSpain148144Cinci nnati BellUnited States149128Liberty GlobalNetherlands150166PCCWChina (Hong Kong)Brand Finance Telecoms 300 (USD m).Brand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 300 most valuable telecoms brands 201-250Top 300 most valuable telecoms brands 251-300Rank2018Rank2017Brand nameCountryBrand value(USD m)2018%changeBrand value(USD m) 2017Brandrating2018Brandrating2017251270 ThaicomThailand252311AmaysimAustralia253 261TangoLuxembourg254346myThailand255267 Asia Pacific TelChina (Taiwan)256277Mobitel (SL)Sri Lanka257240Net263China258258TelindusLuxe mbourg259362Golan TelecomIsrael260329Almadar AljadeedLibya261273Lynx MobilityCanada262303Quality NetKuwait263246CubacelCuba264276JawwalPa lestine265275Gamma CommunicationsUnited Kingdom266264DENIndia267319GOMalta268278 RignetUnited States269262m:telSerbia270272UfonePakist an271263NetiaPoland272283BH TelecomBosnia and Herzegovina273256Nepal TelecomNepal274298UmniahJordan275294Tels urChile276312Samart TelcomsThailand277289TeletalkBangladesh2 78285Mas MovilSpain279293FullrateDenmark280287Mid asPoland281296mcelMozambique282300Dhiraa guMaldives283331Telekom NetworksMalawi284281MTIJapan285286Bakcel lAzerbaijan286305TelmobBurkina Faso287292CellOneUnited States288242Natcom (Viettel)Haiti289NewLiberty PRPuerto Rico290201DigiMobilSpain291310RightelIra n292307bmobileTrinidad & Tobago293304UnitelMongolia294333BOLT!Ind onesia295295TiscaliItaly296336VivaCellAr menia297236MovicelAngola298291USA MobilityUnited States299313MalitelMali300323OPTNew CaledoniaRank2018Rank2017Brand nameCountryBrand value(USD m)2018%changeBrand value(USD m) 2017Brandrating2018Brandrating2017201152 Telecom EgyptEgypt202159The Utility WarehouseUnited Kingdom203182Djezzy Algeria204219Telekom SloveniaSlovenia205248POST LuxembourgLuxembourg206221NowtvChina (Hong Kong)207207Blue Label TelecomSouth Africa208232RingcentralUnited States209222DigitalGlobeUnited States210253TouchLebanon211216SaskTelCan ada212227BatelcoBahrain213226LinkNetIndo nesia214235PtclPakistan215NewNcellNepal2 16193MobilisAlgeria217204banglalink Bangladesh218223EastLinkCanada219211iBas isUnited States220215C Spire WirelessUnited States221218Kyivstar Ukraine222212FairPoint CommunicationsUnited States223233Econet WirelessZimbabwe224237Ye sMalaysia225214IDTUnited States226224BTCPanama227251AfricellGambi a228225ZongPakistan229229IridiumUnited States230230ETBColombia231252Ethio-Mobil eEthiopia232266SureIsle Of Man233280SmartfrenIndonesia234537TricomD ominican 235249LMTLatvia236243CiticChina (Hong Kong)237290TT (Tunisie Telecom)Tunisia238228CommnetUnited States239282MovitelMozambique240220China All AccessChina241255Hawaiian TelcomUnited States242271VivacomBulgaria243250Cable & Wireless communicationsUnited States244257Sri Lanka TelecomSri Lanka245268MetFoneCambodia246259hathw@yI ndia247260Alaska Communication SystemsUnited States248279RoshanAfghanistan249265KcomU nited Kingdom250274LibyanaLibyaBrand Finance Telecoms 300 (USD m).Brand Finance Telecoms 300 (USD m).Brand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 What is a Brand Value Report?Brand Valuation Summary+ Internal understanding of brand+ Brand value tracking+ Competitor benchmarking+ Historical brand valueBrand Strength Index+ Brand strength tracking+ Brand strength analysis+ Management KPIs+ Competitor benchmarkingRoyalty Rates+ Transfer pricing+ Licensing/franchising negotiation+ International licensing+ Competitor benchmarkingCost of Capital+ Independent view of cost of capital for internal valuations and project appraisal exercisesCustomer Research+ Utilities + Insurance+ Banks+ TelecomsFor more information regarding our Brand Value Reports, please contact:Richard HaighManaging Director, Brand Finance are the benefits of a Brand Value Report?InsightProvide insight as to how the brand is performing vs. key competitors on underlying measures and drivers of brand value and brand where brand value is being generated by region and channel in order to identify areas of opportunity that warrant further year-on-year changes to brand value and set long-term objectives against which high-level brand performance can be a platform of understanding which the company can use to educate employees on the importance of the your brand s success to shareholders, customers, and other strategically selected and appreciate the value of your brand as an asset of the Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brand s report includes expert recommendations for growing brand value to drive business performance and offers a cost-effective way to gaining a better understanding of your position against competitors. Understand Your Brand s Value. Brand Finance calculates the values of the brands in its league tables using the Royalty Relief approach a brand valuation method compliant with the industry standards set in ISO 10668. This involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a brand value understood as a net economic benefit that a licensor would achieve by licensing the brand in the open steps in this process are as follows: 1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100. 2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance s extensive database. 3 Calculate royalty rate. 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%.4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates. 6 Apply the royalty rate to the forecast revenues to derive brand Brand revenues are discounted post-tax to a net present value which equals the brand Strength Index (BSI)Brand strengthexpressed as a BSIscore out of Royalty RateBSI score applied to anappropriate sectorroyalty RevenuesRoyalty rate applied toforecast revenues toderive brand ValuePost-tax brandrevenues discounted to a net present value (NPV)which equals the brand Finance Telecoms 300 February 2018 Finance Telecoms 300 February 2018 offer a variety of services to help communicate your brand s Global Brand 2018Your BrandYour Brand ValueExplain and discuss your brand s performance in more Release Assist with the creation of a press release communicating your brand s QuoteSupply a quote in recognition of your brand s performance for you to use in external and internal Media Coordinate with your social media activity to communicate your brand s success more an accolade plaque and hand-written certificates, personally signed by our CEO, to recognise your brand s full use of the Brand Finance logo on your ad designs and create a bespoke digital endorsement stamp for your website and investor relations Valuation: What are my intangible assets worth?Valuations may be conducted for technical purposes and to set a baseline against which potential strategic brand scenarios can be evaluated.+ Branded Business Valuation+ Trademark Valuation+ Intangible Asset Valuation+ Brand Contribution2. Analytics: How can I improve marketing effectiveness?Analytical services help to uncover drivers of demand and insights. Identifying the factors which drive consumer behaviour allows an understanding of how brands create bottom-line Research Analytics +Return on Marketing Investment + Brand Audits +Brand Scorecard Tracking +4. Transactions: Is it a good deal? Can I leverage my intangible assets?Transaction services help buyers, sellers, and owners of branded businesses get a better deal by leveraging the value of their intangibles.+ M&A Due Diligence + Franchising & Licensing+ Tax & Transfer Pricing+ Expert Witness3. Strategy: How can I increase the value of my branded business?Strategic marketing services enable brands to be leveraged to grow businesses. Scenario modelling will identify the best opportunities, ensuring resources are allocated to those activities which have the most impact on brand and business Governance + Brand Architecture & Portfolio Management + Brand Transition + Brand Positioning & Extension + MARKETINGFINANCETAXLEGALWe help marketers to connect their brands to business performance by evaluating the return on investment (ROI) of brand-based decisions and provide financiers and auditors with an independent assessment on all forms of brand and intangible asset help brand owners and fiscal authorities to understand the implications of different tax, transfer pricing, and brand ownership help clients to enforce and exploit their intellectual property rights by providing independent expert advice in- and outside of the courtroom. 2. ANALYTICS 3. STRATEGY 4. TRANSACTIONS1. VALUATIONBrand & Business Value Example digital endorsement stamp for use on your website as well as in investor relations and advertising, to recognise your brand s Services. Communications we can helpBrand Finance Telecoms 300 February 2018 CommunicationsWe execute strategic communications programmes to optimise the value of your business and to enhance brand perception among Research and Insights- Project Management and Agency Steering- Content and Channel Strategy- Integrated Communications Planning and Execution- Communications WorkshopsFor more information, contact or visit Dialogue is a member of the Brand Finance plc group of companies3 Birchin Lane, London, EC3V 9BW +44 0207 389 9410 Members Club & Events Venue3 Birchin Lane, London, EC3V 9BW +44 (0) 207 3899 410 A MEMBERA contemporary and exclusive members club & events venue in the heart of the City of LondonCharacterful space for meetings and private eventsMembers events with focus on marketing and brandingDiscounted room hire for membersBrand Exchange is a member of the Brand Finance plc group of companies Contact World s Leading Independent Brand Valuation and Strategy ConsultancyT: +44 (0)20 7389 9400E:

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