Quoted from: http://www.knowledgebusiness.com
Brand Finance has released its annual ranking of brand power in the banking sector which reveals significant brand valuation changes caused by the global economic recession. The world’s ten most valuable banking brands are (in US billions of dollars):
1. HSBC (28.47)
2. Bank of America (26.04)
3. Santander (25.57)
4. Wells Fargo (21.90)
5. Citi (14.36)
6. BNP Paribas (14.00)
7. Goldman Sachs (13.88)
8. Chase (13.40)
9. Bradesco (13.29)
10. Barclays (13.13)
Each brand has been accorded a brand rating: a benchmarking study of the strength, risk and future potential of a brand relative to its competitor set as well as a brand value: a summary measure of the financial strength of the brand.
In comparison with the 2009 survey, the most significant changes in the top positions of this new ranking concern the entry of the Barclays, Goldman Sachs and Bradesco brands – representing, for the first time, the presence of a Latin American bank in the list of the world’s ten largest – as well as the exit of American Express, ICBC and China Construction Bank, which fell, respectively, to the 11th, 12th and 13th positions.
According to the study, the market value of the 500 financial institutions surveyed reached US$ 6 trillion in 2010 – representing growth of 62% over the previous year; and their combined brand value rose by 49%, having totaled US$ 716 billion. On average, 12% of these banks’ market value is ascribed to their brands.
The survey shows that banking brands from the United States and Europe were the most affected by the global economic crisis, and therefore their presence among the world’s 500 most valuable brands has decreased. In the annual survey, there are 85 United States-based and 22 British brands, as against 95 and 24 in 2009, respectively. However, taking Europe as a whole into consideration, the number increased from 170 to 197 banking brands.
Banks in France, Spain and Switzerland have not been seriously affected by the economic crisis; however, banks in Brazil, China, India and Russia need to repair the damage to their brands.
While Bank of America remains top in the United States, HSBC retains its position as the most valuable banking brand in the world for the third year in a row, increasing in brand value by US $3.1 billion (12%).
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BrandFinance(r) Banking 500 [Date added : 15/02/2010 9:07:49 AM]