RBC Overtakes TD to Become Canadaās Most Valuable Banking Brand
- RBC overtakes TD to become Canadaās most valuable banking brand according to
Brand Finance Banking 500 2022 ranking, following 20% growth to US$19.0 billion
- Chinese banks make up one third of total brand value in ranking, with ICBC retaining title of worldās most valuable brand at US$75.1 billion
- US banks account for 5 of top 10, with Bank of America nationās most valuable
- Worldās top 500 banking brands turn tide on brand value contraction for first time in three years, going up by 9% to all-time high of US$1.38 trillion
- 30 new entrants this year, with US-based Cadence Bank fastest-growing, up 181%
- Indonesiaās BCA reclaims title of worldās strongest banking brand, scoring 94/100 and elite AAA+ rating
View the complete Brand Finance Banking 500 2022 report here
RBC's 20% brand value increase over the past year to US$19.0 billion has seen it leapfrogĀ TDĀ to become Canada's most valuable banking brand of 2022,Ā according to the latest report by Brand FinanceĀ published inĀ The BankerĀ magazineĀ today. The two brands started from a similar level of just under US$16 billion at the beginning of 2021, with TD ahead by US$150 million only.
However, RBC has seen double the brand value growth rate compared to TD's 10% uplift over the past year, resulting in the change at the top of the leader table. Valued at US$17.5 billion, TD is now ranked behind RBC for the first time since 2019.Ā
Every year, Brand Finance, a leading brand valuation consultancy, puts 5,000 of the biggest brands to the test and publishes nearly 100 reports, ranking brands across all sectors and countries. For example, the world's top 500 most valuable and robust banking brands are included in the annualĀ Brand Finance Banking 500 ranking.
As a result of impressive growth, RBC has moved two spots up the general classification to its all-time highest ā 11thĀ rank, just outside the top 10 dominated by banking brands from China and the United States.
Overall, Canada contributes nine brands to theĀ Brand Finance Banking 500 ranking, with a combined value of US$73.1 billion ā which is more than any other nation outside China and the US.
As well, the average value of Canadian banking brands in the ranking stands at US$8.1 billion, compared to US$6.1 in China and only US$4.1 in the US.
Charles Scarlett-Smith, Client Director, Brand Finance Canada, commented:
āCanadian banking brands are on average more valuable than their peers around the world. To boot, all Canadian banking brands featured in the Brand Finance Banking 500 2022 ranking have seen brand value gains over the past year. This is a fantastic achievement and a testament to Canadian banksā efforts to invest in and effectively manage their brands in order to differentiate themselves in a market challenged by increasing commoditization.ā
RBC is also crowned the nation's most valuable brand across all sectors of the Canadian economy, according to theĀ Brand Finance Global 500 2022 rankingĀ of the world's top 500 most valuable and strongest brands drawn from all countries and industries, published last month.
Chinese banks dominate the rankingĀ
Chinese banks maintain the lead in theĀ Brand Finance Banking 500 2022 ranking, accounting for one-third of total brand value and worth a cumulative US$454.4 billion.
While their global counterparts saw drops in brand value over the past two years, Chinese banks remained primarily impervious to these issues.
A significant factor to this success was the nation's timely response to the virus and the early and continued investment into digital development, allowing Chinese banks to continue engaging with their customers with relatively little disruption.
Over the past year, China's economy has continued to recover steadily despite a complex and ever-changing domestic and international environment.
In the first half of 2021 alone, the nation's GDP increased by 13% year on year.
The world's largest bank by total assets,Ā ICBC's brand value has increased by 3% to US$75.1 billion, making it the world's most valuable banking brand again as well as the 8thĀ most valuable brand across all industries in theĀ Brand Finance Global 500 2022 ranking.
Over the past year, ICBC has continued to fare well with consumers and expand its portfolio, opening branches in foreign markets such as Mexico, Argentina, and Panama.
As a result, ICBC continues to outshine its competitors, holding a healthy brand value lead ahead ofĀ China Construction BankĀ (up 10% to US$65.5 billion)andĀ Agricultural Bank of ChinaĀ (up 17% to US$62.0 billion), which rank 2ndĀ and 3rd, respectively.
US banks account for 5 spots in the top 10
US banks account for almost a quarter of the total brand value in theĀ Brand Finance Banking 500 2022 ranking, worth a cumulative brand value of US$313.7 billion.
Of these 76 brands,Ā Bank of AmericaĀ (up 12% to US$36.7 billion),Ā CitiĀ (up 7% to US$34.4 billion),Ā ChaseĀ (up 5% to US$30.1 billion),Ā Wells FargoĀ (down 6% to US$30.1 billion), andĀ JP MorganĀ (up 23% to US$28.9 billion) have held on to their spots in the top 10 of the world's most valuable.Ā
Dropping one spot in the 8thĀ position,Ā Wells FargoĀ is the only bank in the top 10 with a contracting brand value.
However, Wells Fargo continues to be undermined by the account fraud scandal, where it emerged that the bank had forged millions of savings and checking accounts on behalf of its clients without their consent. The scandal continued to bring about financial and legal consequences in 2021.
Regional leaders
Beyond North America and East Asia,Ā HSBCĀ (12th, up 6% to US$18.0 billion) is the most valuable banking brand in Europe.
Singapore'sĀ DBSĀ (39th, up 11% to US$8.7 billion) leads the way in Southeast Asia.
State Bank of IndiaĀ is number #1 in South Asia (43rd, up 29% to US$7.5 billion).
QNBĀ (45th, up 16% to US$7.1 billion) has consolidated its position as the most valuable banking brand in the Middle East.
ItaĆŗĀ (51st, up 30% to US$6.6 billion) dominates in Latin America.
Finally, Standard BankĀ (145th, up 26% to US$1.6 billion) has claimed the title of the most valuable banking brand in Africa.
Brand value of worldās largest banks grows for the first time in three years
Looking at theĀ Brand Finance Banking 500 rankingĀ from a global perspective, the world's top 500 banking brands have turned the tide on brand value contraction for the first time in three years, observing a 9% year-on-year brand value growth to reach an all-time high of US$1.38 trillion.
The brand value of the world's largest banks shrunk by 2% by the beginning of 2020 (US$1.33 trillion) and a further 4% by 2021 (US$1.27 trillion). Initially caused by economic uncertainty and interest rate movements, the pandemic exacerbated the situation, which hit profit and interest rates.
However, as nations continued to adapt to COVID-19 and economies rebounded over the last year, loan loss provisions were much less significant than initially forecasted by industry experts.
Furthermore, improved digitalization by banking brands, coupled with strong government intervention and economic recovery worldwide, resulted in a higher than expected industry profitability in 2021.
While this year's overall brand value growth is undoubtedly a positive sign for the industry, it signifies a meagre 2% increase from US$1.36 trillion, which was the combined pre-pandemic brand value of the world's top 500 banking brands in 2019.
Particularly in Europe, banks are still feeling the effects of COVID-19 because weak profits are suffering from cost inefficiency and insufficient investments in digital technology.
David Haigh, Chairman & CEO of Brand Finance, commented:
āAs banks continue to battle the fallout from the COVID-19 pandemic, the importance of a solid brand is more significant than ever. Banking products are becoming more commoditized, and banks will need to continue differentiating themselves from other competitors in the market, through the use of their brand, particularly in the face of an emerging threat from challenger brands and decentralized finance in the future.ā
āMany of the worldās largest banking brands have come through the worst of the pandemic stronger ā a testament to the role they have played in supporting the real economy through the past 12 months,āĀ said Joy Macknight, editor of The Banker.Ā āBanksā digital transformation efforts over recent years meant they were able to respond faster to client needs, as well as deliver new products and services, which has boosted banksā reputations in the eyes of their retail and corporate customers."
Cadence Bank grows fastest
30 newcomers have joined theĀ Brand Finance Banking 500 2022 rankingĀ this year, withĀ Cadence BankĀ as the fastest-growing brand of 2022, following an eyewatering brand value increase of 181% to US$403 million.
The US-based bank has recently entered into a merger agreement with BancorpSouth Bank, which held a brand value of US$266 million in the 2021 iteration of theĀ Brand Finance Banking 500 ranking. As part of the agreement, BancorpSouth has rebranded to Cadence Bank. The merger aims to provide more customer and relationship-focused financial services to Cadence Bank's extensive customer base across the southern US.
Indonesiaās BCA as sectorās strongest
Apart from calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Certified by ISO 20671, Brand Finance's assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in more than 35 countries and across nearly 30 sectors.
According to these criteria, Indonesia'sĀ BCAĀ is the most substantial bank in theĀ Brand Finance Banking 500 2022Ā ranking,Ā following a +2.5 point increase to reach a Brand Strength Index (BSI) score of 94.0 out of 100 and an elite AAA+ brand strength rating.
As one of the biggest banks in the ASEAN region and Indonesia's largest lender by market value, BCA has performed strongly across key metrics, particularly those about customer satisfaction. In Brand Finance's original market research, BCA outperformed its peers for reputation and quality and scored highly for value for money.
View the complete Brand Finance Banking 500 2022 report here
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