And The Most Valuable Banking Brand In The World Is...

Bank of America - Woman

Bank of America.

That's according to the 2011 BrandFinance Banking 500 review, undertaken in association with The Banker magazine.

Despite concerns of further mortgage-related write-downs, Bank of America is said to be currently the most valuable banking brand in the world.

In 2010, the company actively sought to repair its reputation - supporting new consumer protection legislation, modifying 285,000 loans, and engaging in more philanthropic activities - all underpinned by strong results, the successful integration of Merrill Lynch, and overall improvements in the consumer banking market.

David Haigh, CEO of Brand Finance Plc said: 'The top tier of the BrandFinance Banking 500 demonstrates that a cohesive, intelligent brand strategy can help to salvage even the most damaged reputations.

'Banking brands have never previously been subjected to such high levels of consumer, client and political scrutiny. However, it is possible that some banks will struggle in the short to medium-term as their business strategy fails to deliver on their revised brand and communications mandate'.

Anne Finucane, Global Strategy & Marketing Officer Bank of America added: 'Our vision is to be recognized as the finest financial services firm in the world.

'In today's new reality, that has little to do with simply quarterly earnings or a marketing budget - it's about being resilient and focused on the issues that matter most to consumers and communities, and that truly drive the domestic and global economies forward. 

'At the end of the day, our brand is clearly a very powerful asset to leverage against all our businesses and it is setting opportunity in motion for everyone we serve'.

Here's the Top 20 Banking Brands (last year's ranking in brackets)

1(2). Bank of America

2(4). Wells Fargo

3(1). HSBC

4(3). Santander

5(8). Chase

6(9). Bradesco

7(10). Barclays

8(12). ICBC

9(5). Citi

10(13). China Construction Bank

11(25). Itau

12(6). BNP Paribas

13(11). American Express

14(18). Deutsche Bank

15(20). Credit Suisse

16(7). Goldman Sachs

17(19). Bank of China

18(14). JPMorgan

19(15). Serbank

20(17). BBVA

Other notable league positions include:

21(22). UBS

24(16). Societe Generale

26(24). Standard Chartered

28(32). Royal Bank of Canada

29(23). Morgan Stanley

43(64). Bank of New York Mellon

44(62). Scotiabank

48(35). Credit Agricole

49(58). Merrill Lynch

51(60). State Street

53(54). Royal Bank of Scotland

55(68). CIBC

58(40). Commerzbank

67(93). BlackRock

77(105). Standard Bank

Source - www.brandfinance.com

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