Verizon Edges AT&T As Top Telecom Brand; Comcast Xfinity In Top 10
Verizon Communications ( VZ ) once again had the top-ranked global telecom brand among service providers, though cable firm Comcast ’s ( CMCSA ) Xfinity service cracked the top 10 for the first time, according to U.K.-based research firm Brand Finance. Among telecom network gear makers, China’s Huawei overtook Cisco Systems ( CSCO ) for the top spot worldwide, Brand Finance said. Verizon’s brand is ranked No. 6 globally among all technology companies, behind Apple ( AAPL ), Alphabet ‘s ( GOOGL ) Google, Samsung, Amazon.com ( AMZN ) and Microsoft ( MSFT ). In the U.S., Verizon edged out AT&T ( T ) in branding power. Wireless service providers are among the biggest advertisers. AT&T, which acquired satellite TV broadcaster DirecTV in July, has so far kept the DirecTV brand in its marketing. Comcast’s Xfinity ranked No. 10 globally in the Brand Finance report. Analysts credit Comcast’s Xfinity service platform with improving video subscriber results, owing to video-on-demand and cloud DVR features. Verizon has ramped up marketing for its new Go90 mobile video service, including live concerts and billboards, but Verizon’s own brand doesn’t appear in its Go90 commercials. The mobile video service can be downloaded as a mobile app by non-Verizon subscribers, though some features and perks are available only to Verizon customers. “Verizon’s most important milestone after the last year was the completion of its acquisition of AOL , a deal which significantly bolsters Verizon’s potential content offering. It is also reinforcing its established mobile dominance by pioneering the use of 5G,” said the Brand Finance report. The top 10 global telecom service brands also include: China Mobile ( CHL ), Deutsche Telekom ( DTEGY ), Vodafone Group ( VOD ), Softbank ( SFTBY ), Orange, BT and Japan’s NTT ( NTT ).