France Telecom’s commercial brand; Orange, has moved to the 36th position in this years Millward Brown BrandZ top 100 most valuable global brands report.
This year sees Orange increase its ranking by 14 places and increase its value by $3.3 billion, leading to a new value of $17.597 billion US in 2011.
This report, published annually in the Financial Times, demonstrates the value of brands across all industries and the vital role they play in delivering overall financial success for companies globally.
Orange’s growth is attributed to the change of category from “mobile only companies” to “telco convergent player”. With this change Millward Brown has recognised the major transformation taking place throughout our industry and the fact that Orange is well placed because we have already started to implement this vision.
The progression of Orange is also recognition of its international scope, particularly within AMEA which the report now incorporates into the findings for the first time. In addition, this progression within the report is down to the consistency of execution of the brand across markets and its positive consumer perception.
Severine Legrix de la Salle, VP Brand and Communications, said, ‘it’s great to see the Group strategy recognised and the capacity of the Orange brand to increase in value despite the economic climate. It demonstrates the power of the brand and the competitive edge it gives us as a business’.