First the US company Verizon
The American Verizon is confirmed first in the ranking with 69.7 billion dollars of trademark: + 1.1% year on year and + 9% compared to the pre-Covid values of January 1, 2020. With 60.2 billion dollars , Deutsche Telekom overtakes AT&T (47 billion) and rises to second place. What rewarded in this case was above all the activity in the USA of the subsidiary T-Mobile with the brand purpose of “T”, «helping the community to be connected» which seems to have made a breakthrough.
The Italy of telco measured by Brand Finance for its part takes home a record. And it is of Iliad Italy. Growing 109% year on year, it is the brand whose value is growing the most in the world. Today the company led in Italy by CEO Benedetto Levi ranks 130th in the report with a value of $ 447 million compared to last year’s $ 214 million. Of course, the relatively low value, especially in 2020, has an impact on this dynamic. But Brand Finance notes that 51% of Italians like Iliad and not only 7% like it. And in his analysis he points out how to reward both “good value for money” and the fact that users see this service as “different, innovative, cool and modern”. Furthermore, and this is far from secondary, in the Brand Finance survey carried out in November, Iliad was included, by 69% of those who know the brand, in the list of operators considered for a migration from their operator.
Vodafone’s role in Italy
The palm of the highest value for the telcos operating in Italy goes instead to Vodafone: $ 19.5 billion. In this case, it is necessary to consider that the value expressed is the value of a Tlc multinational that operates on many markets and that is positioned, stable, in eighth place.
It ranks 22nd Tim, with a brand value of $ 7.4 billion and a growth of 23% that took it from 25th to 22nd place. An important recognition for the former monopolist grappling with a relaunch phase now entrusted to the new one to Pietro Labriola who will present the new industrial plan on Wednesday.
The other big, Wind Tre, drops to 57th position: one less than the year before and a value of 2.3 billion dollars. «A bit like Tim, after a few waning years, Wind Tre is recovering; in fact, compared to the precovid values it grows by 19.5% »explain from Brand Finance.
The growth of Fastweb
Finally, Fastweb is doing well, growing by 5 positions to 1.1 billion dollars thanks to + 12.5% year on year and + 23% compared to January 1, 2020. It will be interesting to observe the impact of the purpose “You are future ”just launched by the Swisscom subsidiary. And understand how much messages like this can unhook the industry from the price war that has been going on for years.
It is no coincidence that consolidation has increasingly become the keyword. Linkem and Tiscali are already at work. But Iliad’s 11.2 billion euro assault on Vodafone Italia, unsuccessful for the moment, is the clearest sign that the point of no return has been passed. Creating value (and abandoning the path of value destruction) is imperative.