Singapore – Singaporean telecommunications company Singtel has been named the world’s sixth strongest telecoms brand in Brand Finance’s Telecoms 150 list, which ranks the most valuable and strongest telecoms brands globally.
The placing crowns a year of significant achievements for Singtel, seeing it move up three spots globally from the ninth position last year with an improved score of 88.3 out of 100 while retaining its Triple-A rating from last year.
Brand Finance attributes Singtel’s stronger brand equity to its fast and robust 5G network, consistent customer experience via its website and apps, and value-for-money products and services for both consumers and enterprises. Singtel also scored well for the familiarity of its brand and brand recall.
According to the Infocomm Media Development Authority’s latest report on customer handling, Singtel also had the lowest complaint rate for its mobile services among network operators, as well as the lowest complaint rate for fixed broadband services in December 2022.
In terms of brand value, Singtel also grew, climbing up three spots from 40th in 2022 to becoming the world’s 37th most valuable telecoms brand. Brand Finance said this is due to resilient mobile service revenue, the brand’s improved brand strength index and favourable economic factors, such as the lower cost of capital in Singapore.
“Singtel has strengthened its brand leadership significantly in the past year. Its commitment to 5G, consistent customer service and coverage of the 2022 FIFA World Cup, has seen it climb the ranks within the global top ten telecoms brands,” said Alex Haigh, Brand Finance’s managing director for Asia Pacific.
Haigh also said that the improved perceptions of Singtel’s 5G capabilities and coverage, good digital offerings, and greater recall of its branding and promotional activities are particularly noteworthy.
Lian Pek, Singtel’s vice president of strategic communications and brand, also said, “It’s very encouraging to be roundly recognised for values that really matter to us as a brand – the quality of our 5G leadership, value for money products and services, strong brand and ad recall and high familiarity scores.”
Pek added, “The goal has always been to empower our customers with the best-in-class technology and services. As the digital landscape and customer expectations keep changing, we will continue to invest and innovate to deliver on our value proposition of creating the best digital experiences that our network and services are capable of.”
Last year, Singtel has also been named Singapore’s strongest brand by Brand Finance’s 2022 ranking of the country’s top 100 brands.
