The annual report on the world's most valuable ... - Brand Finance

key Facts:
Up: 16%
Rating: AAA-
BV: $15,692m
9. Bradesco
2012 2011
Brand Ranking 9 6
Brand Value (US$m) 15,692 18,678
Brand Rating AAA- AAA
Market Cap (US$m) 55,368 69,604
Domicile Brazil
<strong>The</strong> Bradesco brand fell in value over the last year resulting
in a fall in position within the BrandFinance ® Banking 500
from 6th to 8th place. This downgrade can largely be
attributed to the underperforming Brazilian economy.
Earlier this year Brazil was the highest ranked South
American country and one of the highest climbers in
the BrandFinance ® Nation Brand 100 study but over
recent months the economy has taken a turn for the
worse and growth expectations have suffered.
As one of Brazil’s major banking brands, Bradesco
has used the growth of its domestic market to propel
it up the table by attracting many new customers.
<strong>The</strong> number of people in Brazil with a bank account
has trebled in the last decade and Bradesco
has attracted many of these new customers by
differentiating itself from competitors through
strong CSR and environmental policies in addition
to increasing awareness through sponsorship of the
2016 Brazilian Olympic Games.
10. nk
2012 2011
Brand Ranking 10 10
Brand Value (US$m) 15,464 17,092
Brand Rating AA AA
Market Cap (US$m) 174,952 205,564
Domicile China
China Construction Bank is a well-established
brand within China and one of the big four Chinese
banks. This year the CCB brand moved ahead of its
competitor ICBC, to become China’s most valuable
banking brand. Despite this impressive status the
brand actually fell in value over the last year but this
fall in brand value is not directly attributable to the
brand’s performance but rather the performance
of the financial sector as a whole.
As the brand continues to promote itself outside
of China its global footprint is expected to grow
and the brand will be in a position to benefit when
financial markets recover.
key Facts:
Down: 10%
Rating: AA
BV: $15,464m
17 © Brand Finance plc 2012
© Brand Finance plc 2012
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