This is the presentation to the talk I held at the 1. Mobile e-commerce conference / Apps Summit 2010 today in Wiesbaden, Germany:
Tag: brands
And the winner is… China Mobile. Hard to guess, huh? Some research shows that the Chinese carrier’s brand is worth $30.79bn. Vodafone and Verizon took the other spots on the podium. The top 10 is below (courtesy of the good folks at telecoms.com). And for some (by now a little outdated) comparison for how they rank amongst other industries, see here.
The study applies a royalty based on forecast of sales, brand strength (from qualitative panel data) which priced in market share, growth, price positioning, market scope, preference, awareness, relevance, heritage and perception. They complement these slightly fluffy markers with data on turnover, subs, churn, market share, ARPU, profitability, etc and then took the average score of the two to determine the royalty rate applicable. Apply tax and (low) discount rate and off you go. Pretty simple, isn’t it? And, yes, I still think Cingular was cooler than AT&T… 😉
| China Mobile | China Mobile | China | Asia | 30,793 | |
| 2 | Vodafone | Vodafone | UK | Europe | 22,131 |
| 3 | Verizon | Verizon Communications | US | North America | 20,382 |
| 4 | AT&T | AT&T | US | North America | 18,886 |
| 5 | T-Mobile | Deutsche Telekom | Germany | Europe | 16,802 |
| 6 | Orange | France Telecom | France | Europe | 15,489 |
| 7 | NTT DoCoMo | NTT DoCoMo | Japan | Asia | 14,871 |
| 8 | KDDI | KDDI Corp. | Japan | Asia | 14,454 |
| 9 | Movistar | Telefonica | Spain | Europe | 10,799 |
| 10 | Sprint | Sprint Nextel | US | North America | 9,661 |
It get’s boring, I know. But after the flurry over AT&T’s announcement that they will now step up their re-branding another notch in order to be eye-level to the uber-spin doctors from Apple for the launch of the iPhone, I cannot keep myself from making yet another comment on the branding debate: which one is better, AT&T or Cingular?
A lot has been argued and said about it (see e.g. here, here and here) but let’s stick to one simple fact (OK, there’ll be another one later): Millward Brown, the brand gurus who publish the annual “Brandz” ranking, something like the Forbes List (or the Times Rich List when you live in the UK) for brands showed that “Cingular” gained 39% year-on-year and slotted in at #70 with a brand value of $9.2bn. AT&T, well, didn’t make the top 100. Even if it was on #101, it would mean that its value would be at least $4bn less than Cingular’s.
What is REALLY concerning though is that the brand they abandon actually gained value to the tune the Cingular brand did (3rd biggest climber overall). The fact that the Cingular brand is younger, more dynamic, does not conjure up memories of the old wretched monopoly the old AT&T once was – well, I leave that to the real marketing freaks but you really cannot argue with that, huh?
To end it: here’s what GigaOM‘s readers think:
Vodafone has lost 12% of its brand’s value, which is now “only” worth some $21 bn, says brand experts MillwardBrown. It’s brand value is dwarfed by China Mobile with a cool $41 bn, which makes it #1 amongst telecoms and #5 amongst all brands.
Who holds #1? Google (tempted to say “of course”) – the brand is valued at $66 bn and it recorded the highest value rise over the last year with 77%.
In telecoms, a notable mention must be Cingular, a brand that is being eliminated, which added 39% (the third highest climb overall) in value in 2006 and slots in as the 6th most valuable telecoms brand with AT&T, the brand that will replace it, nowhere in sight…
Here’s who you are according to the mobile phone brand you carry:
Nokia – the choice of family-minded, middle aged managers
Motorola – favoured by fashion conscious under 24s
Sony Ericsson – for ambitious young men trying to make their mark
LG – favoured by mums
Samsung – for young women focused on their career
That’s at least what Nielsen Media Research says… I wonder where all the divorced, child-less middle managers are…