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key Facts:
Regional BV: 202,976
% of total BV: 27.5%
% change: 5.6%
Brand value attributable to regional operations (us$m)
5. north america
As the Occupy movement took hold of Wall Street,
the debt crisis took hold of Europe and distressing
signals began to herald a new downturn in the
global economy. It is a wonder that North American
brand values have remained as stable as they did.
<strong>The</strong> region lost only 5% of its brand value which was
down US$11 billion to just over US$200 billion.
Whilst European banks across the Atlantic oversaw
calamitous declines in their brand values, a large
number of US and Canadian banks performed
outstandingly with many of its brands launching
themselves up this year’s BrandFinance ® Banking
500 league table. For many US brands 2011 was
about reaping the rewards of rebuilding the trust
that they’d lost in the financial crisis. For others,
particularly the investment banks, it was about
damage limitation against an inexorable flow
of public dissent.
<strong>The</strong> clear stars of this year’s league table are
Canadian banking brands. One look at the winners’
table conveys a telling story with Canadian brands
representing more banks than any other country.
Though US brands still dominate the upper
echelons of the league table, 2011 was certainly
Canada’s year.
6. south and
central america
<strong>The</strong> economy of South and Central America is
dominated by that of Brazil. <strong>The</strong> Goldman Sachsanointed
“BRIC” nation has been the main driver
of growth in the region. Brazilian banking brands
have seen their values soar as the “country of the
future” begins to come into its own. Such is the
disparity between the wealth of Brazil and the rest
of the region that it is the only country to have a
presence in the top 100.
However, even the BRIC’s have seen their
development slowing as a result of myriad factors
ranging from buckling confidence due to the
European debt crisis to falling demand owing to a
faltering China. This has had a tangible impact upon
South and Central American brands.
Despite the region’s significant presence in this
year’s BrandFinance® Banking 500 study, its brands
have not had a successful year with the total amount
of brand value generated there falling by 9% to
US$71 billion. <strong>The</strong> three largest Brazilian banks in
particular were severely impacted; the brand values
of Bradesco, Itaú and Banco do Brasil fell by US$9
billion, a combined loss of almost 20%.
key Facts:
Regional BV: 70,961
% of total BV: 9.6%
% change: 8.7%
Brand value attributable to regional operations (us$m)
41 © Brand Finance plc 2012
© Brand Finance plc 2012
42