Case Study: Deutsche Telekom achieves brand supremacy with Vivaldi

Building Deutsche Telekom’s Brand Measurement System

Deutsche Telekom, one of the world’s largest telecommunications companies, was struggling with unclear product and service brand perceptions, fragmented customer relationships, and a brand architecture that reflected its organization rather than how customers bought its services. Vivaldi was brought in to help establish a brand measurement system to manage the corporate brand and its many subbrands across roughly 50 countries.

Vivaldi created a brand performance management system that combined quantitative and qualitative research, unified scattered data sources, and provided a framework to align brand strategy, operating roles, and customer touchpoints. The system helped resolve key brand architecture issues and supported a more unified branded customer experience, contributing to Deutsche Telekom’s successful rebranding and its rise to become the most valuable European telecom brand, with one valuation placing the brand at over $33 billion USD.

Deutsche Telekom

Jens Gutsche

Former Chief Marketing Officer