top 10 most valuable banking brands in the world - Brand Finance

09.
2011 2010
Brand Ranking 9 5
Brand Value (US$) 17,133 14,362
Brand rating AA A+
Domicile United States
US$ millions
300,000
250,000
200,000
150,000
100,000
50,000
0
17%
245,512
35,148
147,041
27,817
36,498
9,810
70,105
14,362
105,323
17,133
2007 2008 2009 2010 2011
13%
18%
MARKET CAP BRAND VALUE
3%
25%
24%
Retail - Banking
Commercial - Banking
Credit Cards - Banking
Investment - Banking
Wealth Management -
Banking
Wholesale - Banking
Citi’s brand value increased from US$14.4 billion
to US$17.1 billion but due to the resurgence of the
competitor set, the brand dropped in the rankings to 9th
position.
Having had a dismal 2009, Citi was profitable every
quarter in 2010. It earned a profit of US$ 10.6 billion, up
from a loss of US$ 1.6 billion in 2009. However, revenues
on a comparable basis were down from US$ 91.1 billion
to US$ 86.6 billion.
Citi’s “What’s your story” campaign has helped position
it as a ‘financial supermarket’ brand. This successful
campaign was initially launched to advertise Citi Cards
but has now been extended to include the entire franchise.
This campaign has helped position the brand as one that
can address every financial need and has attempted to
increase the salience of the brand to its customers.
Despite Citi’s current outlook being uncertain, it has
outlined plans to expand in Asia Pacific - where 85%
of Fortune 500 companies’ bank with them - and it has
also announced plans to expand in Africa. If managed
carefully, Citi’s brand may be poised for a value rebound
in 2012.
12 © Brand Finance plc 2011