03 Deutsche Telekom
Brand: Deutsche Telekom
Brand value: 12'923 Mio. EUR
Brand value change compared to last year: +5%
Ranking change compared to last year: +1
Leading the telecommunications market in Germany with over 38 million mobile customers and the best network quality, Deutsche Telekom is one of the country’s most familiar and trusted brands. Deutsche Telekom brings its tagline “Life is for Sharing” to life year after year. The brand has a very unique and consistent look that people recognize at a glance. The new MagentaEINS campaign, which follows the adventures of the Heins family, shows how the brand effectively uses emotional storytelling and a personal touch to reach customers across nearly all channels – increasing advertising awareness by 6%. After joining Deutsche Telekom in 2014, CEO Timotheus Höttges has shifted the strategic focus slightly to infrastructure development and making the company more responsive to market challenges. Steady customer growth and strong investments in Germany and the United States ensure that this telecommunications provider will be a competitive player over the long term.