The ranking conducted by consultancy Brand Finance places the Altice Portugal brand in 84th place and NOS in 118th place. Vodafone, linked to the country of origin (UK), occupies ninth place in the table.
Germany's Deutsche Telekom, the largest operator in the European Union, is also the world's most valuable telecom brand. The Bonn-based company, known for its pink logo, has overtaken Verizon and become the leader in consultancy Brand Finance's ranking with a brand value of €68.4 billion.
Among the telecom operators in Portugal, Meo stands out in the table, in 84th place and with an annual growth of 60%, followed by NOS in 84th place in this international ranking. Vodafone Group – originally from the UK – appears in ninth place in the report with €13.4 billion.
“The value of the MEO and NOS brand has grown. Both brands have been at the forefront of technological innovation in Portugal, offering advanced services such as 5G and fiber optics to their customers,” said the General Manager of Brand Finance for the Iberian Peninsula and South America, in a statement issued on Monday.
According to Pilar Alonso Ulloa, “The focus on technological innovation, effective marketing campaigns, customer experience and service expansion are some of the factors that have contributed to a more positive brand perception among Portuguese consumers.”
“In 2023, Altice, the parent company of Meo, underwent a significant transformation in its Portuguese operations, resulting in the transition from Altice Empresas to Meo Empresas, with the Meo brand. As a result, Meo Empresas' revenues increased significantly, contributing to the strengthening of Its brand value,” say Brand Finance analysts.
In preparation for the launch of the Mobile World Congress (WMC) 2024, which kicked off this morning in Barcelona, MEO and the international association GSMA, on Thursday, signed a Memorandum of Understanding (MoU) to enhance 5G network services and capabilities through an initiative called “GSMA Open Gateway Services”.
As for NOS, the value of the brand increased by 10.2% to 524 million euros this year, compared to 2023, according to “Brand Finance Telecoms 150 2024“The good financial performance and continued demand for its products, especially in mobile and broadband services, have contributed significantly,” the advisor explains, also praising Openvault's choice to improve the brand's broadband consumer experience.
In this report, which includes 150 international organizations, whose methodology can be consulted hereBrand Finance calculates brand value and also determines the relative strength of brands through metrics of marketing investment, brand equity and financial performance (scores).
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