celcomdigi (brand value up 6% to USD1.8 billion) has emerged as the second strongest telecoms brand globally with a Brand Strength Index (BSI) score of 88.8/100, according to the Telecoms 150 2026 report by Brand Finance, the world’s leading brand valuation consultancy.
This year, the brand went up three places to rank 62nd among the world’s 150 most valuable telecom brands thanks to improved revenue streams in multiple sectors, such as postpaid, home and fibre, as well as the enterprise sector.
Maxis (brand value down 12% to USD1.3 billion) fell eight ranks to 79th globally, with its BSI score declining from 80.5/100 (2025) to 71/100 this year. The weaker score reflects heightened competition from other telecom brands and gaps in meeting service quality standards across its network infrastructure.
Unifi (brand value down 15% to USD663 million) fell four places to 99th in the sector ranking. The brand value decline reflects several factors, including a slowing revenue trend and a drop in its BSI score from 83.7/100 (2025) to 77.2/100 this year. The weaker BSI score is linked to muted subscriber growth amid intensifying competition among telecom brands, average revenue per user that has not increased despite ongoing discounts and promotions, and continued network compliance issues.
TM (brand value down 20% to USD397 million) drops to 122nd, moving down eight places from 114th in 2025. The decline in brand value reflects slower revenue growth, performance pressures due to TM One reporting lower revenue compared to the previous year, and a lower BSI score from 69.5/100 (2025) to 62.9/100 in 2026 owing to subdued subscriber growth amid mounting competition, among others.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
“Malaysia’s telecoms sector is navigating a period of heightened regulatory scrutiny and shifting consumer expectations, which has weighed heavily on overall brand performance. However, celcomdigi’s rise to become the second strongest telecoms brand globally demonstrates that disciplined integration and brand trust are clear differentiators during challenging conditions. In a climate of increased accountability, operators that consistently deliver reliability, transparency, and customer confidence will ultimately define the next chapter of Malaysia’s telecoms landscape.”
Telecoms Industry Global Insights
Total value of world’s top 150 telecoms brands reaches USD741.8 billion in 2026
Deutsche Telekom once again most valuable telecoms brand globally; ranks 11th among world’s 500 most valuable brands
Viettel Group becomes the strongest telecoms brand; Proximus, Turkcell, Elisa, and Globe Telecom also enter top 10 strongest list
