Companies with a diverse house of brands portfolio (which may be by far the most effective strategy for their circumstances) do not receive the commensurate prestige. Comparing portfolio values rather than individual brand values in this way reveals some hidden brand powerhouses. For example, on a portfolio basis, Etisalat comes out on top in the Middle East, with $7.7bn, $1.5bn ahead of second-placed STC. MTN Company was ranked first in Africa, having its portfolio increased to $3bn.
On the international level, Brand Finance ranked the top 10 telecommunications companies in terms of financial portfolio, putting the American AT&T on top of the list, with a financial portfolio of $87bn, followed by Verizon with $66.9bn.
Moreover, China Mobile came in third with a financial portfolio of $46.8bn, then NTT with $40.5bn.
In fifth, Brand Finance placed T-Mobile, where the report estimated the size of its financial portfolio at $36.4bn, followed by SoftBank in the sixth spot with a portfolio of $30.9bn.
The list saw the Spanish Telefunica placed in the seventh ranking with $24.9bn, followed by KDDI in eighth with a portfolio of $21.9bn.
Vodafone was ranked ninth with a portfolio of $21.8bn, with Orange tailing the list with $21.5bn.