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global brand intelligence since 1996 march | 2025
Building Trust, Securing Growth
The New era of BraNd Power iN BaNkiNg
Brand Finance Journal 2025 Banking 500 | Contents
Contents
Brand Finance Journal 2025 Banking 500
FOREWORD 5
by David Haigh, Editor-In-Chief, Chairman, Brand Finance
INTRODUCTION 7
by Annie Brown, Valuation Director, Brand Finance
MAIN FEATURE: 8
Top 500 Banking Brands
by Joy Macknight, Editorial Contributor, Brand Finance Journal
TOP BANK CEOS 14
Brand Finance 2025 Brand Guardianship Index
by David Haigh, Editor-In-Chief, Chairman, Brand Finance
GLOBAL TRENDS AND REGIONAL INSIGHTS 16
AFRICA: Banks Punch Above their Weight with Strong Brand Growth 18
by Jenny Moore, Strategy & Insight Consultant, Brand Finance
BRAND SPOTLIGHT: Capitec 22
by Francois Viviers, Group Executive Marketing & Communications, Capitec
BRAND SPOTLIGHT: Nedbank 24
by Tebogo Motsepe, Executive Head, Marketing Strategy, GMCA Nedbank
ASIA & PACIFIC: Banking Giants Thrive Amid Rapid Growth and Innovation 26
by Alex Haigh, Managing Director, Brand Finance Asia Pacific
BRAND SPOTLIGHT: DBS 30
by Karen Ngui, Managing Director & Head, DBS Foundation and DBS Group Strategic Marketing & Communications
BRAND SPOTLIGHT: KB Financial 32
by Jong Hee Yang, Chairman & CEO, KB Financial Group Inc.
BRAND SPOTLIGHT: Maybank 34
by Dato’ Khairussaleh Ramli, President & Group CEO, Maybank
EUROPE: Cautious Optimism for a New Era of Brand Growth and Influence 36
by Annie Brown, Valuation Director, Brand Finance
BRAND SPOTLIGHT: Banca Transilvania 40
by Ömer Tetik, CEO, Banca Transilvania
BRAND SPOTLIGHT: BNP Paribas 42
by Elise Hermant, Head of Group Communications, BNP Paribas
MIDDLE EAST: A Banking Sector Defined by Opportunity and Stability 44
by Savio D’Souza, Valuation Director, Brand Finance
BRAND SPOTLIGHT: Mashreq 48
by Ahmed Abdelaal, Group Chief Executive Officer, Mashreq
NORTH AMERICA: A Financial Powerhouse Facing Trust and Growth Gaps 50
by Laurence Newell, Managing Director, Brand Finance Americas
and Alfred DuPuy, Strategy & Valuation Director, Brand Finance Americas
BRAND SPOTLIGHT: TD 52
by Tyrrell Schmidt, Chief Marketing Officer, TD Bank Group
SOUTH AMERICA: Fintech and Digital Banking Fuel Brand Value Growth 54
by Eduardo Chaves, Managing Director, Brand Finance Brazil
and Pilar Alonso Ulloa, Managing Director, Brand Finance South America
SPONSORSHIP FEATURE: 60
Emerging Sponsorship Trends Among Banking Brands
by Scott Moore, Sports Services Senior Consultant, Brand Finance
TOP 500 BANKING BRANDS 62
METHODOLOGY 72
March 2025 | Brand Finance Journal | 3
David Haigh | Foreword
March 2025 | Brand Finance Journal | 5
Dive Deeper into Brand Value and What Drives It
The insight in this report
is derived from our proprietary brand equity research data and brand value calculations.
Much of this is available via Brandirectory, our online brand value database where we rank the world’s leading brands by their values across 31 sectors and 41 countries and regions.
Brand Equity Data
Industry and regional comparisons of brand strength from our annual global research study of over 6000 brands
to inform strategic brand decisions
Banking Sector
Value Tables
Our ranking tables of the top 500 banking brands in the
world by value from 2007 to 2025
Sustainability Perceptions
Our report on the contribution that perceptions of sustainability make to the values of the world’s
Foreword
by David Haigh, Editor-In-Chief, Chairman, Brand Finance
The global banking landscape stands at a crossroads shaped by unprecedented geopolitical tensions, rapid technological advancements, and changing consum- er trust dynamics. These factors mean that measuring brand value and brand strength in the global banking industry is more important than ever before.
In our latest Brand Finance Banking 500 report, we explore not only which banking brands lead in value, but criti- cally, how these brands are adapting to a shifting global order.
Traditional banks, confronted with regulatory complexities, digital trans- formation imperatives, and intense market volatility are consolidating their
Meanwhile, new digital-first banks are perceived as offering an excellent user experience.
This means that there is a risk for some traditional banks to get caught in the middle, losing customers in both direc- tions. Meanwhile, there are brand risks at startup banks caused by core banking errors, while experienced bank brands face greater risk of technical disruption. In early 2025, Barclays bank suffered such disruption, and Deutsche Bank’s integration with Postbank caused chal- lenges for over a decade.
Geopolitically, we see the Middle East emerging as a pivotal intermediary be- tween East and West, boosting the value
Brandirectory is the gateway to much deeper insight to what drives brand strength and brand value.
enquiries@
leading brands
Brand Guardianship Index
Our measure of the contribution that CEOs make as “guardians” of the value of their brands
brand-guardianship
Brand Value Reports
Request your own custom brand value report, providing a detailed diagnosis of brand strength and value relative to competitors with royalty rates and cost of capital calculations
request-a-valuation
strengths and refining their brand archi-
tectures. Changes in interest rate levels are making this urgent for many bank- ing leaders.
In the face of rising online banking scams and geopolitical uncertainty, the impor- tance of trust has surged. Brands able to deliver robust security, seamless digital experiences, and clear communication are poised to dominate retail banking. Increasingly, some consumers are plac- ing their confidence in larger, well-estab- lished banks capable of navigating regula- tory landscapes and leveraging innovative financial advisory services. While others are switching to digital-first neobanks such as Revolut, which has increased in brand value from USD216 million to USD1.9 billion this year.
Both ends of the banking market of- fer significant strengths: experienced banking brands are perceived as having strength and reliability in offering core banking products.
"Banking
brands today are not just facilitators of financial transactions;
they are cornerstones of global trade, trusted advisors in wealth management, and critical players in shaping the economic future."
of banking brands in that region. Mean-
while, the global expansion of Chinese banks continues, particularly across developing nations, reflecting China's increasing soft power and strategic in- vestment in innovation and intellectual property.
Banking brands today are not just fa- cilitators of financial transactions; they are cornerstones of global trade, trusted advisors in wealth management, and critical players in shaping the econom- ic future. Navigating these complexities demands a clear understanding of your brand’s current position and future po- tential.
This new report, based upon Brand Fi- nance’s own extensive market research and analysis, should be the first step in protecting and building your banking brand. Brand Finance stands ready to measure your brand's true value, help you leverage it effectively, and secure your place in the future of banking.
Introduction | Annie Brown
Annie Brown | Introduction
Introduction
by Annie Brown, Valuation Director, Brand Finance
6 | Brand Finance Journal | March 2025
March 2025 | Brand Finance Journal | 7
The Banking industry is the largest and most significant industry globally and represents 13% of global brand value. Banks facilitate the economic growth all people, businesses, and countries seek in a competitive, complex, and possibly re- cessionary world.
To navigate this, choosing the right bank as a trusted partner and advisor is a mis- sion critical exercise for all segments: individuals, small and medium sized en- terprises, large corporates, and any enti- ties in between. The ubiquity and gravity of this choice means banks must engen- der trust by focusing on the attributes which are important to each customer group. Ensuring their brand identities are aligned with those attributes is how banks will satisfy their customers and grow their market share.
This report marks the 19th iteration of Brand Finance ranking the world’s most valuable banking brands, which we launched partially in response to the global financial crisis in 2007.
Significant regulatory and technological change has ensued since then, and we believe 2025 will mark the beginning of a new era of banking, in which brand strength becomes even more fundamen- tal to success for banks.
This year, we have launched an updated, statistically-tested approach to evalu- ate the strength of brands. Our evolved Brand Strength Index identifies the atti- tudes and behaviours which drive choice and value in this hyper competitive in- dustry.
This commercially grounded approach is indispensable to all bank CMOs when developing their marketing and brand strategies to navigate the next era of banking.
Main Feature | Top 500 Banking Brands
Top 500 Banking Brands | Main Feature
8 | Brand Finance Journal | March 2025
March 2025 | Brand Finance Journal | 9
Top 500 Banking Brands
Challenger banks made significant advances in this year’s ranking, successfully building customer trust in a digital environment, while European brands experienced a resurgence.
by Joy Macknight, Editorial Contributor, Brand Finance Journal
F
day, customer-exclusive experience was designed to deepen engagement and thank customers. “The event set a new precedent in the industry, demon- strating our dedication to putting our customers at the centre of everything we do,” he adds.
In another meteoric leap, Dutch challenger bunq has entered the ranking for the first time, jumping in at 309th place and joining national heavyweights ING, Rabobank and ABN Amro.
“We want to build a bank that people love to use and are willing to pay for, not because they have to but because it truly makes their life easy. As such, brand value is about the real impact we make through our products and features,” says Bianca Zwart, chief strat- egy officer at bunq.
The bank organises live events to unveil its latest fea-
Global 10 by Brand Value (USDm)
Brand
Country
Brand Value
2025
Brand Value
2024
1
ICBC
China
$79,073
$71,828
Brand
Country
BSI
2025
BSI
2024
1
BCA
Indonesia
97.1
93.8
2 China Construction Bank
China
$78,389
$65,604
3 Agricultural Bank of China
China
$70,198
$60,398
4 Bank of China
China
$63,842
$50,469
5 Bank of America
United States
$45,041
$37,256
6 Chase
United States
$44,177
$35,807
7 Wells Fargo
United States
$36,031
$35,807
8 Citi
United States
$35,652
$31,401
9 J.P. Morgan
United States
$32,397
$30,762
10 China Merchants Bank
China
$28,279
$26,644
Global 10 by Brand Strength Index
© Brand Finance Plc 2025
© Brand Finance Plc 2025
or the fourth year running, the aggregate brand value of the Top 500 Banking Brands has registered growth, but it’s the first time in those four years that the ranking has managed a double-digit increase. After a few
lacklustre years of around 2% rise, total brand value of the 2025 list has swelled by 13% – the highest expansion rate since 2019 when it grew by 15%. The total brand value now stands at $1.6 trillion.
“The high interest environment seen in many major economies has undoubtedly contributed to brand value growth, and more generally profit and share price value growth in 2024,” says Annie Brown, valuation director at Brand Finance. “But longer term, brand value is being driven by an accelerating undercurrent of four key factors: regulation, digital innovation, increased emphasis on fees-based income versus interest margins, and a focus on brand building to hold a competitive edge.”
Brown reports a multitude of strategies and tactics to build brand value and retain trust in the light of current challenges facing banking brands. “It’s exciting to see how much innovation there is in this space. From digitally enabled customer experience improvements to major mass media, or ‘above the line’, campaigns to financial inclusion, banking brands are working hard to maintain customers’ trust,” she says.
RISE OF THE NEOBANKS
Continuous innovation is becoming increasingly im- portant to stay competitive, as digital-first challenger
banks continue to move up the ranks. For example, the two fastest growing brands by percentage this year are neobanks: Revolut, which surged 795% to reach a $1.9 billion valuation; and Nubank, which grew 195% to $4.0 billion.
Impressively, Brazil’s Nubank climbed 83 positions to 90th place, entering the top 100 for the first time. It’s now the fourth biggest banking brand in Latin America, rapidly expanding its customer base do- mestically, as well as in Colombia and Mexico.
Joining the top 500 for the first time just two years ago, Revolut now sits in 144th position. It jumped 327 spots due to strong revenue growth and customer ex- pansion, as well as an upgraded brand strength rat- ing from A+ to AA. The bank made gains on the back of significant marketing investment and its ‘Future of Money’ campaign, which launched across 17 mar- kets and spanned TV, print, social, radio, and out-of- home channels.
“In 2024, we invested heavily in making Revolut a household name through multiple large-scale brand campaigns, a strong presence in key travel hubs and engaging major consumer events in France, Spain, the UK and Hungary, enabling us to connect with targeted audiences at scale,” says Antoine Le Nel, who was promoted to Revolut’s chief growth and market- ing officer in mid-2024.
Last year the UK bank hosted ‘The Revolutionaries’, a milestone event celebrating its 50 million customers
– “one of our biggest moments”, says Le Nel. The two-
tures. Users fly to Amsterdam from across Europe for the updates, which have been instrumental in build- ing a strong, engaged user community for more than a decade, according to Zwart.
bunq’s most successful campaign in 2024 was the launch of a 3.36% bonus savings rate for new cus- tomers in July. “When the European Central Bank started raising interest rates, we passed that benefit on to users in our core markets. Customers were at- tracted by the clear promise and then saw other ben- efits when using the product,” she explains.
Brown believes that digitally
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