MTS Heads Russian Brand Ranking

Mobile TeleSystems (MTS) which provides fixed and mobile telco services in Russia and the CIS, has been ranked as the most valuable Russian brand by brand consultancy InterBrand, with a brand value of $7.75bn (£4.88bn). Since 2008, when the previous InterBrand ranking was published, MTS has increased the value of its brand by 12 per cent.

InterBrand’s method analyzes all of the many ways in which a brand benefits its organization, from attracting the best people, to delivering on customer expectations. Three key aspects contribute to the assessment: the financial performance of the branded products or services; the role of the brand in the purchase decision; and the strength of the brand.

Mikhail Gerchuk, MTS vice president and chief commercial officer, says: “We are pleased that MTS success in brand building and our leadership among Russian brands have been recognized in one of the most respected international rankings published by InterBrand. We have been extending the MTS brand by expanding into adjacent markets, such as fixed broadband, pay TV and content services. As more people are becoming MTS customers through a variety of services we offer across multiple markets, we expect our brand to continue growing in value and gaining global recognition.”

Earlier this year, MTS was ranked the most valuable Russian brand in the BRANDZ Top 100 Most Powerful Brands, a ranking published by the Financial Times and research firm, Millward Brown. The BRANDZ ranking is based on primary research and therefore reflects the perceptions of consumers. The study covers 50,000 brands worldwide. MTS was the first Russian brand to enter this global ranking in 2008. Since then, the company has increased its brand value in this ranking by more than 20 per cent, and was valued at $9.72bn this year.