China Mobile retains spot as world’s third most valuable telecoms brand
China Mobile retained its ranking this year as the world’s third most valuable telecommunications brand, behind US network operators AT&T and Verizon Communications.
Hong Kong-listed China Mobile, the world’s largest wireless network operator, had a brand value of US$46.8 billion, according to the latest industry survey published on Monday by London-based consultancy Brand Finance.
That brand value was above those of other major Asia-Pacific telecommunications network operators, such as eighth-ranked Nippon Telegraph and Telephone Corp’s US$21.2 billion and US$20.6 billion for ninth-ranked SoftBank Group Corp.
Brand Finance, which values the brands of thousands of the world’s biggest companies every year, ranked China Telecom at No 11, with a brand value of US$17.6 billion.
China Unicom was nine spots below at No 20, with a brand value of US$9.3 billion.
PCCW’s telecommunications arm, HKT, was also in the top-100 ranking at No 91, listed with a US$967 million brand value.
Brands are first evaluated to determine their strength based on factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation, according to Brand Finance.
Each company is then given a corresponding letter grade up to AAA+.
Brand Finance said it also determines what proportion of a company’s revenue is contributed by the brand, which is projected into perpetuity to determine the brand’s value.
China Mobile received a grade of AAA this year, up from AAA- last year.
China Telecom had a AA+ grade from AA last year, while Unicom retained its AA grade.
HKT’s grade was A this year from A+ last year.
China Mobile, which is also the world’s biggest 4G network operator, had 552.2 million 4G subscribers at the end of January, which put it on track to hit 753 million 4G users by the end of this year, according to Bernstein Research senior analyst Chris Lane.