I mentioned that I’d just attended the branding in banking conference this week. It was organised by the Banker Magazine, and is in its seventh year of operation.
The headlines this year are:
- The UK is the only top 10 country in The Banker / BrandFinance® Banking 500 to see the total value of its bank brands fall with a net loss of $1.5 billion
And the Top 10 bank brands are:
The biggest winners and losers are:
Even with all the scandal we see every day here in the UK, bank brands globally have performed really well over the last year, with total brand value rising 15% from $746.8bn in 2012 to $860.7bn this year, a new high and a big difference from last year when the total fell from $855bn, the 2011 total.
US bank brands are performing particularly well, with Wells Fargo replacing HSBC as the world’s most valuable bank brand. Wells Fargo gained $2.8bn to give it a brand value of $26bn and so recovering some, but not all, of last year’s $5.7bn loss. And while 2012’s drop in value did not dislodge Wells Fargo from the second spot, this year’s increase was enough to give it the top position.
US banks hold four of the top five places in the ranking – up from three last year – and overall they account for 93 brands – five more than last year – with a total value of $230.6bn. This is an increase of $24.6bn on 2012’s figure and keeps them well ahead of their nearest rival China, whose 23 brands increased in value by $16bn. In fact, the total brand value of US banks is larger than the next three biggest countries – China, the UK and Canada – combined.
Meanwhile, China and Brazil have also done well. In fact, the only major market that took a dive is the UK, where the overall valuation dropped as a result of brand value losses by leading players such as HSBC and Standard Chartered.
Reflecting on the changes in the brand survey since it started in 2007, Brand Finance Chief executive David Haigh notes that, in 2007, the brand value to market cap percentage of the US banks in the top 100 was 12% and has been rising ever since to reach 15% in 2013. The brand value over the same period has been much more constant, in the $160bn to $200bn range, with the exception of 2009 during the worst of the crisis. This suggests that markets have moved from overvaluing US banks to undervaluing them.
By contrast some emerging markets have seen huge increases in brand value over the past five years, reflecting the fast growth and more dynamic performance of their banks and the better establishment of their brands. Russian brand values have performed the best with a 453% uplift since 2008, followed by Indonesia (443%), the Philippines (412%), Colombia (377%) and China (335%).
Chinese banks brand value reached $95.7bn, and Agricultural Bank of China recorded the highest leap in brand value of any bank – $6.04bn which sent it up from 18th to 11th place. ICBC notched up the second highest value rise with $4.66bn, taking it up from 11th to seventh place. In a table of the highest number of places climbed, Indonesia’s Panin bank claims the top spot, rising from 492nd to 322nd.
Another good performances has come from Russia’s Sberbank, which increased its brand value by $3.39bn and rose from 17th to 13th position. It also occupies second position in the top brand value in Europe table, helped by the fact that all of its $14.2bn brand value is concentrated in the region.
In Latin America, the biggest gainer is state-owned Banco do Brasil, which saw its brand value rise by $2.62bn – the ninth highest overall – closing the gap on its Brazilian rivals Itaú and Bradesco, and giving it 22nd position in the main table.
In country terms, Brazil has the sixth largest sector brand value – $38bn – on the back of only eight brands, the lowest number of any of the top 10 countries. This illustrates the dominant position held by the major Brazilian banks.
In the Middle East, the four top rated banks held their places in the table – QNB, Al-Rajhi, National Bank of Abu Dhabi and Emirates NBD – but only QNB was able to increase its brand value, from $12.6bn to $13.1bn.
In Africa, Standard Bank takes the top spot from Citi, while ABSA moves to second from third and Nedbank from sixth to fourth.