Written by: Paul Withers
Posted on: 18 February 2015. Tags: AT&T, Brand Finance, BT, EE, Mobile News, O2, Verizon, Vodafone
UK network’s value down eight per cent to $27.3 billion, while O2 also maintains 20th spot after seeing its brand increase 10 per cent to $8.4 billion
Vodafone has kept its position as the world’s fifth most valuable telecoms operator brand, despite an eight per cent drop from a year earlier to $27.3 billion.
This is according to the latest figures from brand valuation and strategy consultancy Brand Finance, correct as of January 1, 2015.
The firm calculates brand value using the Royalty Relief methodology, which determines the value of a company would be willing to pay to license its brand as if it did not own it.
It said this approach involves estimating the future revenue attributable to a brand and calculating a royalty rate that would be charged to use the brand.
Telecoms provider BT rose three places in the rankings to eight, with its brand value up six per cent to $16.2 billion, while O2 maintained 20th position after seeing its brand value rise 10 per cent to $8.4 billion.
The third UK mobile operator to feature in the top 50 list was EE, which was down one place to 28th, despite its brand value rising nine per cent.
US operators Verizon and AT&T held onto the top two position. The former topped the rankings again after its brand value was calculated to have increased 12 per cent to $59.8 billion, while the latter’s value rose 30 per cent to $58.8 billion.