OUR STRATEGY Brand Finance’s brand value ratings have been certified by the Marketing Accountability Standards Board (MASB) through the Marketing Metrics Audit Protocol (MMAP), a formal process to verify the relationship between marketing measurement and financial performance: https://brandirectory.com/rankings According to the annual brand valuation of the world’s largest companies by Brand Finance1, a leading consultancy in the area, MTS became the leader among Russian telecom and IT companies with 69th place globally by brand value in 2019 (56th place in 2020).