E& Group’s telecom vertical, Etisalat by e&, has become the world’s strongest telecoms brand, boasting a Brand Strength Index score of 89.4/100 and AAA rating. Thriving under the larger technology group and the leadership of top ranked telecoms Brand Guardian, Hatem Dowidar, the telecom operator has expanded into new markets through its Partner Market program and strategic acquisitions. Substantial investments have also been made in communication campaigns to promote brand awareness and the brand’s transformation from a traditional telco into a global tech company.

Valuation Director, Brand Finance, Savio D’Souza commented: “Amid pricing challenges, the race to integrate Generative AI offerings, and intense global competition, our research has revealed some considerable shifts within the telecoms sector. Both Deutsche Telekom and etisalat by e&’s steadfast commitment to brand building continues to pay dividends as they come out on top as the most valuable and strongest telecoms brands respectively, revealing the importance of a comprehensive global brand strategy in today’s dynamic market.”

Altice’s transformation of its Portuguese operations, from Altice Empresas to MEO Empresas, branded a MEO, has resulted in a 62 per cent brand value increase to US$1 billion, making it the fastest growing telecoms brand. MEO Empresas’ branded revenue increase is the key driver of its brand value boost.

Huawei maintains its status as the most valuable and strongest telecoms infrastructure brand, despite a 30 per cent drop in brand value. This follows Huawei’s continued US trade ban of over four years, hampering its business lines by limiting access to critical global technologies. Conversely, Huawei’s Brand Strength Index (BSI) did increase marginally to 80.6 out of 100, following the launch of its Huawei Mate 60 series, equipped with its self-developed Kirin 9000S chip, in its home market of China.

Ericsson increases its value 30 per cent to USD3.4 billion, as the fastest growing telecoms infrastructure brand following a partnership with AT&T for a five-year network transformation and digitalization project, the largest financial agreement in Ericsson’s history.