Vodafone, Telefonica, Orange and O2’s brands have suffered significant losses in brand value this year, whilst handset manufacturers Apple and Samsung’s brand values have soared in the same period, according to Brand Finance’s Telecoms 500 study, published this week.
Apple is ranked top of the table as the most valuable telecoms brand in 2013, with brand value growth of $21bn. Apple has gained market share and grown its brand value by 77% in the face of its volatile share price and despite competition from Android manufacturers.
Apple’s arch rival Samsung has also had a successful year with Samsung Mobile’s brand value more than doubling last year, growing 121% to $23.7bn, making it this year’s fastest riser, according to the study.
Conversely Vodafone, which has ranked number 1 in the Brand Finance Telecoms 500 since its inception in 2010, falls to fourth place this year. Vodafone’s brand is now worth just over $27bn, after losing $3bn in brand value, the report says, whilst its brand strength has been downgraded from AAA+ to AAA.
In the same period O2 lost $85m in brand value whilst Orange has fallen from fifth to seventh in the table following a 12% brand value fall of $2.2bn.
Verizon has overtaken Vodafone to become the world’s most valuable operator and second most valuable telecoms brand. Its brand value of $30.7bn reflects the growth of Verizon Wireless, now the second largest US mobile operator.
Brand Finance CEO David Haigh said: ‘The rise of Apple and Samsung represents a shift in the power balance between mobile operators and handset manufactures. For operators, voice and even data are no longer enough, with threats from all sides they must act quickly to embrace quadruple-play or face falling sales and eroding margins.’