Deutsche Telekom becomes the most valuable European brand with a value of EUR 60.7 billion
This time Mercedes-Benz is the second most valuable European brand with a brand value of EUR 56.7 billion
Allianz Group overtakes Shell and takes third place
Swisscom is confidently the strongest European brand with a Brand Strength Index (BSI) of 91.7/100
Porsche also impresses with sustainability and achieves the highest Sustainability Perceptions Value (SPV)
Deutsche Telekom triumphs as the most valuable European brand with a value of 60.7 billion euros
German telecommunications provider Deutsche Telekom (brand value up 17% to EUR 60.7 billion) overtakes previous leader Mercedes-Benz to become the most valuable European brand, according to a new report from leading brand valuation consultancy Brand Finance.
Every year, leading brand valuation firm Brand Finance reviews 5,000 of the biggest brands and publishes over 100 reports evaluating brands across industries and countries. The 500 most valuable and strongest European brands worldwide will be listed consolidated in the Brand Finance Europe 500 2023 rankings at the end of the year .
Deutsche Telekom’s latest title as the most valuable European brand builds on its success as the second most valuable telecommunications brand worldwide and is the result of strong sales growth across all European markets and increasing customer numbers. The latter also significantly boosted the brand’s growth in the US, where a record number of new customers were recorded. A key part of the brand’s global brand strategy was the launch of the group’s new T logo last year. Through its uniform brand identity, Deutsche Telekom has further strengthened its global reputation and awareness.
David Haigh, Chairman and CEO of Brand Finance, commented: “Deutsche Telekom has had a remarkable year, replacing Mercedes-Benz as the champion of European brands. Thanks to its rebranding efforts, the German telecom giant has successfully increased its brand awareness and strength across various international markets and consumer segments, in line with its goal of to become the market leader not only in Europe but worldwide.”
Mercedes-Benz becomes the second most valuable European brand, with a brand value of EUR 56.7 billion
Mercedes-Benz (brand value increased by 8% to EUR 56.7 billion) is the second most valuable European brand in the luxury automobile sector. The brand continues to enjoy international growth. This growth is driven by innovative new product developments that reflect the industry-wide transition to electric vehicles and an all-electric future.
With Ambition 2039, Mercedes-Benz is also striving for CO₂ neutrality across the entire value chain, including the CO₂-neutral production of battery cells using renewable energy sources and responsibly sourced raw materials.
Other European car brands are losing momentum and are also losing brand value and strength. The European automotive industry has suffered from supply chain problems since the pandemic, including a global semiconductor shortage, and rising energy costs for manufacturers.
Another German brand made it into the top three in Europe this time: Allianz Group overtook Shell
The Allianz brand of the insurance company Allianz Group (brand value increases by 20% to 46.6 billion euros) is the third most valuable European brand this year. Allianz’s brand value has also increased significantly due to record sales and operating results in 2022. Customer and employee satisfaction with the brand reached an all-time high, cementing its position as one of the largest and most trusted financial institutions in the world.
The Swiss Swisscom is the strongest European brand with a Brand Strength Index of 91.7/100
In addition to calculating brand equity, Brand Finance also determines the relative strength of brands using a balanced scorecard of metrics evaluating marketing investments, stakeholder equity and company performance. Brand Finance’s stakeholder equity assessment is ISO 20671 compliant and based on original market research data from over 100,000 respondents in 38 countries and 31 industries.
Swisscom (brand value increased by 18% to EUR 6.1 billion) has overtaken the Italian luxury car manufacturer Ferrari (brand value increased by 3% to EUR 7.2 billion) and is now the strongest European brand. The Swiss telecommunications provider has underpinned its brand strength through pioneering initiatives in the European 50 market, announcing its new Fixed Wireless Access 5G service for business customers late last year. Swisscom is committed to increasing its global brand visibility by establishing more physical stores around the world as well as revamping its brand presence both in stores and online.
The German premium sports car brand Porsche achieved the highest Sustainability Perceptions Value (SPV) at EUR 7.8 billion.
Porsche (increase in brand value by 22% to EUR 35.4 billion) has the highest Sustainability Perceptions Value (SPV) of all brands in the Europe 500 ranking at EUR 7.8 billion. Porsche is committed to promoting sustainability initiatives in the automotive industry. The brand is committed to offering more electric and hybrid vehicles, promoting cleaner energy sources and using innovative technologies to improve energy efficiency and reduce emissions.
It should be noted that Porsche’s position at the top of the SPV table is not an assessment of the brand’s overall sustainability performance, but rather indicates how much brand equity is tied up in the perception of sustainability. Nevertheless, the Brand Finance study shows that sustainability plays an important role for consumers in the luxury automotive industry, reflected in an average rating of 22.9%. Despite the known negative environmental impacts associated with the automotive industry, these brands are actively integrating ESG (Environmental, Social and Governance) principles into their communication strategies, thereby reinforcing positive consumer perceptions.
