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

absolute
Winners
& losers
Bank oF aMerica
-11,166
sanTander
-6,181
Wells Fargo
-5,715
crediT suisse
-5,129
goldMan sachs
-4,074
Biggest losses in brand value
uBs
-3,972
Barclays
-3,806
BBVa
-3,524
iTaú
-3,484
sociéTé générale
-3,419
Bradesco
-2,986
unicrediT
-2,481
deuTsche Bank
-2,263
Banco do Brasil
-2,261
icBc
-2,030
ersTe grouP
-1,817
suMiToMo MiTsui Financial
-1,663
J.P. Morgan
-1,638
china consTrucTion Bank
-1,628
dexia
-1,397
Figures in US$ million
Biggest gains in brand value
29 30
407
anZ
413
naTional Bank oF canada
444
chuo MiTsui
© Brand Finance plc 2012 © Brand Finance plc 2012
459
kkr
532
Visa
561
QnB
614
shanghai Pudong deVeloPMenT Bank
646
agriculTural Bank oF china
709
rBs
Canada and the United States have dominated the
absolute winners list this year with no less than
12 North American brands placing on the brands
that gained the most in dollar terms. Despite the
hordes of western banks whose brand values have
fallen dramatically in 2011, many have been able to
hold their own in an environment which is arguably
the toughest that banks have ever faced. Four of
the US brands that have made the cut specialise
in card services and this may be as a result of the
greater value rewards being offered by card brands.
Undoubtedly, one of the highlights of this year’s
results is the emergence of a number of Canadian
brands as some of the strongest in the banking
world. <strong>The</strong>ir prudent approach to banking has been
vindicated this year. Royal Bank of Canada (RBC)
was the most valuable Canadian banking brand,
and it gained the fourth most of any banking brand
worldwide.
North American dominance aside, certain Asian
banks had a very good year. Three Chinese and two
Japanese banks have been able to make it into the
list. Over the past decade Chinese banks have seen
a seemingly inexorable growth in their brand values.
Even in the face of concerns regarding the stability
of China’s economy a number of Chinese banks
have performed exceptionally well and eased their
way into the list of this year’s finest performers.
791
china MerchanTs Bank
978
Bank oF Tokyo-MiTsuBishi uFJ
1,246
MasTercard
1,281
ciBc
1,363
caPiTal one
1,505
ciTi
1,563
Bank oF MonTreal
Figures in US$ million
1,578
royal Bank oF canada
1,598
scoTiaBank
1,895
Td Bank Financial grouP
2,701
aMerican exPress
<strong>The</strong> 20 worst performing banks in this year’s
BrandFinance ® Banking 500 study collectively lost
US$82,501 billion worth of brand value in the last
year. This is US$70 billion more than the 20 worst
performing banks of 2011, which shows the true
extent of the current economic situation.
Many European banking brands have suffered as
a result of high exposure to European sovereign
debt. Of the 20 worst performing banks in this year’s
study, 8 of them are from Europe. As the European
debt crisis continues to drag on so too does the
poor performance of these banking brands.
<strong>The</strong> United States provided 3 of the 20 worst performing
banks: Bank of America, Wells Fargo and Goldman
Sachs. <strong>The</strong>se brands have suffered high levels of reputational
damage for their involvement in subprime mortgages.
Three of Brazil’s big four banks also found themselves
in the bottom twenty. <strong>The</strong> reason for the fall of such
large banks in a so-called emerging market is that
up until fairly recently, Brazil had experienced strong
growth which had allowed investors to overlook the
risk of operating business within Brazil. That growth
in Brazil has now flat lined making Banking brands in
the country far less attractive.
<strong>The</strong> worst performing brand terms of absolute value
loss was Bank of America. Not only did they perform
badly this year but they did so by a long way. <strong>The</strong>
brand lost nearly double the amount of brand value
as Santander, the second worst performing brand.