The so-called branding, the brand appearance of a company, plays a very important role in today's social media-driven time. Above all, it is important that a company knows your target group and adapts to it. Deutsche Telekom's brand identity in a gaudy magenta, for example, gives the former state monopolist something fresh and crisp. According to marketing experts, such a company conveys the feeling of being prepared for the advancing digitalization.

Germany's most valuable brand

The fact that Deutsche Telekom is once again Germany's most valuable brand proves that there could be some truth to the fresh image of the Dax Group. In the BrandZ study "Top50 Most Valuable German Brands", the company has a brand value of 67.2 billion dollars. This is enough for first place among the German brands, well ahead of Europe's largest software group SAP (47.1 billion dollars), the car manufacturers Mercedes-Benz (24.6 billion dollars) and BMW (22.4 billion dollars) as well as the industrial giant Siemens (21.1 billion dollars).

The value of the Telekom brand has recently risen significantly. Compared to 2021, the increase in brand value was 43 percent. It was the biggest gain in the top 10. Other studies also honor the high value of the Telekom brand. According to the "Brand Finance Global 500", Deutsche Telekom is even the most valuable European brand. In the global ranking, Deutsche Telekom jumped from 17th place in the previous year to eleventh place, while American brands such as Amazon, Apple and Google were at the top. It is impressive that Deutsche Telekom was able to leave the tech giant Facebook (14th place) behind.

The dusty stock market image was once upon a time

On the stock exchange, too, Deutsche Telekom currently exudes more youthful charm than stands for the sometimes dusty image of past years. For a long time, the T-Share had hardly moved from the spot and was only able to score points as a defensive dividend stock. As such, the Telekom share still scores – but in the meantime, significant price increases are also being added.

Since the beginning of 2023, Deutsche Telekom shares, which are listed in the Dax, have gained around 17 percent in value. In the index performance table, the paper is thus in the upper half. Meanwhile, the overall index was significantly outperformed. For the stock market year 2023 so far, the Dax has recorded an increase of around 8.5 percent. The recent price development of the T-Share has consequences, the paper recently climbed to a 10-year high. A 10,000-euro position from 2013 has become more than 26,000 euros to date. There are various reasons for Deutsche Telekom's latest renaissance.