Interbrand: Credit Suisse named most valuable banking brand
The branding agency Interbrand, in collaboration with the Swiss business magazine *Bilanz*, has published a ranking of the 20 most valuable Swiss banking brands. Credit Suisse tops the list, followed by UBS and the Cantonal Bank.
With a brand value of CHF 4,050 million, Credit Suisse is the most valuable Swiss banking brand according to the ranking. UBS follows in second place with CHF 3,850 million. In third place is Kantonalbank with CHF 2,218 million.
Nik Stucky, Global Practice Leader Brand Valuation at Interbrand, commented on the result, saying that Credit Suisse's ranking shows how crucial consistent brand management is for success. The crisis has not left Credit Suisse unscathed. However, thanks to the consistent strengthening of the brand, trust was regained much more quickly during the crisis. Stucky is particularly positive about the fact that Credit Suisse is focusing on the client and not on itself or its products.
Stucky puts a question mark behind the realignment of UBS. It remains to be seen to what extent this and the radical departure from the old values will be credible and sustainable. According to Stucky, the cantonal banks benefit from their local roots, direct proximity to customers and sympathy. The surprise in the ranking: Post Finance came in 8th place with a brand value of CHF 888 million despite not having a banking license. Stucky: "Even though it has emancipated itself from Swiss Post, the values of the umbrella brand - reliability, security and trust - still radiate from it."
Ranking list (in millions of francs):
- 1st Credit Suisse 4,050
- 2. UBS 3,850
- 3. cantonal bank 2,218
- 4. Julius Baer 1,619
- 5. vontobel 1,169
- 6. raiffeisen 975
- 7 Clariden Leu 912
- 8th PostFinance 888
- 9th Union Bancaire Privée 571
- 10. Liechtensteinische Landesbank 301
- 11th Bank Sarasin 260
- 12. EFG International 236
- 13th Banque Privée Edmond de Rothschild 224
- 14 LGT 204
- 15 Valiant 188
- 16 Migros Bank 175
- 17 Cornèr Banca 123
- 18 New Aargauer Bank 95
- 19 BSI 58
- 20. clientis 36
Further results of the study can be found in the January 14, 2011 issue of Bilanz.
To the ranking
The ranking "The 20 most valuable banking brands in Switzerland" lists the 20 most valuable banking brands with a value of at least CHF 35 million. Using financial analysis, Interbrand first calculates the income that is likely to be generated in the brand's business area over the next five years (economic value added). Public data is then used to determine the importance of the brand for the purchase decision or for the respective business. In this case: how important is the brand when deciding on a bank. The result, i.e. the expected brand earnings, lies in the future. A brand is assessed as strong or weak on the basis of further market research data such as awareness or esteem. The sum of these discounted earnings results in the current value of a brand. The brand value listed therefore corresponds to the present value of the expected future earnings, which are exclusively attributable to the presence of the brand.
