Deutsche Telekom, also known as T-Mobile, is one of the major network carriers in the world. Famous for their magenta color and distinct T in the logo. Talking about their brand equity, the staggering amount of 51 billion US Dollars in brand value has been reported for 2021. It’s the sheer scale that gets Chief Brand Officer Ulrich Klenke excited and makes him sweat. Holding a 51 billion dollar piece in his hands, is quite a responsibility. In this episode Ulrich Klenke shares his vision on brand equity and explains how they are shaping the brand and creating something so meaningful for people everyday.