Many banks have seen their brand value decrease in 2011’s Top 500 Banking Brands ranking, with the poor performance of many banks relating to the woes in the wider economy. This year's rankings show how events in a bank’s home country can affect how well a brand performs, with a bank’s country of origin either being a help or a hindrance to the bank’s branding strategy.
It is perhaps no surprise – given the current global environment – that brands from some countries are performing better than others. For example, the aggregated brand values of financial institutions from Greece do not feature highly in the table of brand value by country of origin. “The crisis has thrown up the issue of the brands’ origin,” says David Haigh, CEO of Brand Finance, the company that produced the rankings.
