• New claim places the spotlight more on international focus and customer perspective

Deutsche Telekom has renewed its brand promise, and now the new claim is: ‘T – Connecting your world’. With the new claim, the Group aims to underscore its global perspective as one of the leading players in the digital world, while also placing the desires and the needs of its customers even more at the centre of its communication. The claim will contribute for creating a unified experience with the brand worldwide and it will be used in English in all the NatCos.

As Ulrich Klenke, the Chief Brand Officer in Deutsche Telekom, explains: “On our journey to becoming a leading digital telecommunications company, we want to establish a globally successful brand in terms of the digitization of both the consumers and the business customers. With our new claim, we are emphasizing our firm commitment to be an optimistic and reliable companion/partner of people during challenging times. At the same time, we are also highlighting our belief that everyone should take a part in the digital world, in sustainable actions and in social cohesion”.

‘Connecting your world’ is a clear, simple and easily understandable claim and, as confirmed by the market research, it is great match for all business areas of Deutsche Telekom. Concurrently, it also supports the purpose of Deutsche Telekom: “We will not stop until we connect everyone.”. The Group aims to enable a wide access to the digital world in order to make life easier and better, as well as to connect people with everything that matters to them in their personal and social life.

One company. One brand.

The new claim is the last element by means of which Deutsche Telekom is putting its global brand strategy in the focus. The Group has previously introduced a new uniform logo, while Magenta was placed in the forefront of the new brand structure. In the future, also the colour trademark will structure the product portfolio internationally. Alongside the fluid design that Deutsche Telekom introduced in 2020, all elements now underscore the global presence of the brand.

One of the world’s best-known and most valuable brands

Deutsche Telekom is one of the best-known and most valuable brands in the world. The experts from Brand Finance Global 500 have ranked the company in the rather admirable eleventh place in the world and in the first place in Europe, with a significant advantage ahead of the others. According to the study, the Group has climbed to the second place amongst the worldwide telecommunication companies – right behind Verizon and significantly ahead of AT&T and China Mobile. This positive trend has also been confirmed by other surveys, such as the BrandZ study titled ‘Top 50 Most Valuable German Brands’, which ranked Deutsche Telekom as the leading German company in the world. These results also confirm the successful development of the company and the brand strategy.

Deutsche Telekom AG

Corporate Communications

Tel.: +49 228 18149494

E-mail: media@telekom.de

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www.telekom.com/en/media

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About Deutsche Telekom: https://www.telekom.com/en/company/company-profile

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