Brand Strategy: Deutsche Telekom - winning with market success, customer confidence

Deutsche Telekom is in a brilliant position in national and international brand rankings. A high brand value is the expression of a successful company. The brand value reflects customer confidence in a company.

Deutsche Telekom has occupied a top position in the current BrandZ study "Top 50 Most Valuable German Brands", the company is ranked the second most valuable brand in Germany.

With a brand value of 41.23 billion US dollars, Deutsche Telekom again holds its own against renowned companies such as BMW, Mercedes-Benz and DHL. SAP takes first place. In addition to specific key financial figures, the analysis also includes data from consumer surveys.

"The brand value is an expression of an obviously successful company," commented Hans-Christian Schwingen, Chief Brand Officer at Deutsche Telekom. "The results of this study are based on a combination of key financial figures and a survey of German consumers. The results thus also underscore the trust that customers and the public place in us.

In mid-January, Deutsche Telekom already scored as the most valuable European telecommunications brand. According to the "Brand Finance Global 500" ranking, the Group improved to second place behind Mercedes-Benz and ahead of BMW and Volkswagen in a comparison of the world's leading German companies. At 46.26 billion US dollars, the company also achieved the highest brand value in its history.

"The top placings at various institutes prove once again that Deutsche Telekom is on the right track with its brand strategy," continues Hans-Christian Schwingen.

The successful performance once again underscores the consistent implementation of the brand strategy, the positive economic development of the company and the sustained investments in network quality, innovations and customer service. Since its brand relaunch in 2008, Deutsche Telekom has continuously increased its value by an impressive 420 percent.