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Partnerships drive operator brand values up

Vodafone's brand value has risen by 45% in the last year, propelling it second place in the ranks of telecoms operators, according to a survey published today by Millward Brown Optimor (MBO).

The operator was part of a 28% overall increase in telecoms brand values, MBO said.

China Mobile is the world's most valuable mobile brand and seventh in the overall ranking worth $61.3 billion. Vodafone's brand has risen into the global top 10 for the first time, making it the UK's most valuable brand with a brand value of $53.7 billion. AT&T has also experienced growth, up 67%, and is third in the category ranking with a brand value of $20 billion.

MBO said operators did well in its rankings because they have strengthened the customer bond through co-branding arrangements with the likes of Apple and RIM.

Other highlights from the ranking for mobile brands were:
With a year on year growth in brand value of 34 percent, Spanish owned Movistar moves up one place to number 7 in the category ranking.
Russian operator Beeline enters the Top10 category ranking this year for the first time, in 10th place just below MTS, the largest Russian brand.
The BRIC countries also drove category growth, especially because of opportunities in rural areas without landlines where cellular operators provide the first extensive telephone service. This factor accounted for half of China Mobile's growth, which, with a brand value of $61.2 billion, ranks first in the category.

Commenting on the ranking, Peter Walshe, Global Brand Director at Millward Brown said: "Despite the tough economic environment many brands are not just retaining but growing their value. The mobile sector is a great example of a innovation in products and services as well as great marketing. Brand is more important than ever because it can help to sustain companies in tough times. This ranking will help marketers to identify the value that their brand is creating for the business and leverage it to have a direct impact on business growth."

Overall, Google is number one in the ranking for the third year running and is now worth more than $100 billion followed by Microsoft as number two valued at $76.2 billion and Coca-Cola in third place at $67.6 billion.

Top Ten Mobile Brands as ranked by MBO

1 China Mobile
2 Vodafone
3 AT&T
4 Verizon Wireless
5 NTT DoCoMo
6 Orange
7 Movistar
8 T-Mobile
9 MTS
10 Beeline
11 O2

Источник: Mobile Europe

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