Verizon, T-Mobile, AT&T, Xfinity, and Spectrum are among the top ten telecom brands in the world, according to brand research firm Brand Finance.
Verizon remains the most valuable brand (worldwide) for the fourth year in a row, according to Brand Finance’s Telecoms 150 report for 2023.
Five United States brands are in the top ten global telecom brands, measured by value: Verizon (ranked first), T-Mobile (ranked second), AT&T (ranked third), Xfinity (from Comcast, ranked sixth), and Spectrum (from Charter, ranked seventh).
The report identifies several factors that have the strongest influence on brand perception for customers in the Americas:
- Coverage (a top driver for customers aged 25-34 and 44 and older)
- Trustworthiness (the top driver for customers aged 35-44)
- Value (the top driver for customers aged 18-24)
- Being “easy to deal with”
- Customer service
For the 18-24 age group, many drivers of brand perception were stronger coverage, including value, trustworthiness, customer service, and whether a company has a quality website and apps.
Brands are an important focus for service providers. Charter and Comcast launched their Spectrum and Xfinity brands, in part, to overcome the poor image that cable companies had for customer service. In other cases, telecom providers have launched new brands for their fiber offerings. But both AT&T and Verizon have backed off their U-verse and Fios fiber brands, in part, because the parent company names are so strong.
A note about methodology: Brand Finance ranks brand value based on several factors, including:
- Brand value, defined as “the present value of earnings specifically related to brand reputation”
- Brand impact as determined by royalty agreements, which measures a company’s profitability over generic brands
- Brand strength, as quantified by customer perceptions from market research, market share, expected future strength of the brand, and other measures