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

3 © Brand Finance plc 2012 © Brand Finance plc 2012
Executive
Summary
Debt Crisis hits European Banking Brands
• <strong>The</strong> Eurozone sovereign debt crisis took a heavy
toll on the European banking sector, with
European banks making up 16 of the 20 banks
to lose the greatest percentage of their
brand value
• Brand value generated in Europe decreased by
20%, falling behind both North America and Asia
• <strong>The</strong> most valuable banking brand is based
in Europe, but HSBC’s operations are sufficiently
global to have avoided the worst of the
Eurozone crisis
Mixed Signals from North American Banks
• <strong>The</strong> North American sector was a tale of two
cities, with New York’s banks mostly losing value
while Toronto’s jumped ahead
• <strong>The</strong>re were wide variations, however, Bank of
America experienced the single biggest fall in
brand value (US$11 billion) while American
Express gained the most value with over
US$2.7 billion
• Canadian banks were some of the best
performing, with four of the five brands gaining
the most value being Canadian
• Overall the continent’s banks lost 9% of their
brand value
Banks from Emerging Markets Surge Ahead
• Banks based in the BRIC-countries made up 7 of
the top 20 most valuable banking brands, a figure
tied with America and exceeding Europe’s 5 top
20 banks
• Brazil’s Bradesco has increased its brand value
fivefold since 2007 to place in the top 10 most
valuable banking brands
• While the “Big Four” Chinese banks saw stable
brand values, second tier Chinese brands saw
dramatic increases in value
• Chinese banking brands have low brand value to
enterprise value ratios, indicating that they are
not leveraging their brand to its full capacity
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