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Movistar remains Spain’s No. 2 brand as Vivo climbs in Brazil
Telefónica’s March 21, 2024 update values Movistar at $13,024 million in Spain and says Vivo climbed two places in Brazil after a 27% increase.
Movistar remained Spain’s second-most valuable brand in the 2024 Kantar BrandZ ranking, according to a March 21, 2024 update from Telefónica. The brand was valued at $13,024 million, behind Zara and ahead of Iberdrola.
This is a brand-valuation result, not the announcement of a new telecom offer. As described in Telefónica’s update, Kantar’s ranking combines financial data with consumer research. The figures therefore reflect the commercial strength and public perception of each name; they do not directly indicate mobile coverage, plan prices or service availability. Telefónica announced no customer-facing change in this update.
Movistar holds second place in Spain
Zara led the Spanish ranking with a value of $24,966 million. Iberdrola followed Movistar at $9,709 million. The 30 highest-valued Spanish brands had a combined value of more than $100 billion, an increase of 12% from the previous report.
That wider market rise adds context to Movistar’s position, but it does not establish an equivalent increase for the telecom brand. Telefónica’s update says that Movistar retained second place without providing a separate year-on-year percentage for its brand value. The confirmed change is its ranking position: it stayed ahead of Iberdrola in the cited edition.
Vivo makes a sharper move in Brazil
The Brazilian result was more dynamic. Vivo ranked seventh, increased its brand value by 27% and moved up two places from the previous edition. Telefónica said that growth was above the 12% rate reported for Brazil’s telecommunications sector. Its Telefónica brand in Brazil was valued at $3,348 million.
The broader Brazilian ranking also grew, but over a different period. The 50 most valuable Brazilian brands were worth close to $83 billion, up 4% since the ranking launched in 2021. Vivo’s 27% increase refers to the previous edition, while the 4% figure measures cumulative change since 2021. They show Vivo moving faster than the cited telecom-sector rate, but they do not show that all major Brazilian brands grew at the same pace.
What the Kantar ranking measures
Kantar BrandZ combines company financial data and consumer research rather than ranking operators solely by subscribers, network size or service reach. Telefónica says the BrandZ program has interviewed more than 4 million consumers about 21,000 brands across 54 markets since 1998. That methodology explains why a brand can gain value in the ranking without any announced change to its tariffs, coverage or product catalogue.
The global comparison was weaker in the cited report: the Kantar BrandZ Top 100 Most Valuable Global Brands recorded a 2.3% decline over a comparable two-year period. Spain’s 30-brand total nevertheless rose 12%, while Vivo posted 27% growth in Brazil. The periods and groups are not identical, so the figures should be read as context rather than a direct country-to-global comparison.
For Telefónica, the update delivers two separate signals. Movistar preserved a leading position in Spain, while Vivo gained both rank and value in Brazil. For customers, however, the immediate practical situation remains unchanged: the announcement measures brand strength within Kantar’s framework, not a new service, price or network commitment.
Official sources
Official source: telefonica.com
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