Financial companies again comprise
14 of the Top 100 Global Brands according to the consultancy
Interbrand but some big names have struggled in the annual brand
ranking. Interbrand, says AmEx, HSBC, Citi and Santander are the
most valuable retail banking
reports Douglas

Global brand consultancy
Interbrand’s Best Global Brands 2011 highlights that
financial brands are continuing to struggle.

US-based banking brands
Goldman Sachs, Citigroup and Morgan Stanley all posted slight
declines in brand values in the 2011 Interband report, released on
4 October.

Financial services
sector highlights are few and far between in the 2011

American Express (ranked
24th) remains the top ranked financial services

Its brand value rose by
5% in the past year to $14.6bn but it remains over $7bn short of
its 2008 peak of £21.9bn.

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Card rival Visa shows
the biggest rise in the financial services sector in the past 12

Visa (ranked
75th – up from 82nd last year) with a 12%
increase in brand value to $4.5bn, its best ever result in the
annual Interbrand report.

Second ranked banking
brand, JPMorgan (28th in the survey) also shows a rise
in brand worth, up 1% at $12.4bn.

HSBC remains the top
ranked European-headquartered banking brand (32nd
overall), its brand value increasing by 2% to $11.8bn; HSBC’s brand
value peaked in the 2007 survey, at $13.6bn.

According to Interbrand,
HSBC remains the “definitive band in its sector as it is the only
one that has a truly differentiated message.

“As it expands into new
markets, HSBC must ensure that this positioning is relevant,
recognisable and consistent.”

Santander and Barclays,
two banking brands to enter the top 100 brands survey for the first
time last year, also performed relatively strongly this

Santander remained
ranked 68th in the survey with a 5% increase in brand
value to $5.1bn while Barclays’ (79th) shows a 1%
increase to $4.3bn.

Interbrand praises
Santander for its “excellent use of Formula 1 sponsorship, leading
to greater visibility in regions where the brand is less

Of Barclays, Interbrand
suggests that “communication of its value proposition could assist
in moving Barclays to a leader-brand position.”

By contrast, Citigroup’s
brand value shows a fall for the fourth successive year.

Citi’s brand value
peaked in 2007 at $23.4bn; fast forward 4 years and Citi’s brand
has fallen to little over one-third of that figure at

Interbrand says that
Citi remains a work in progress, despite a strong management

Overall, the
2011 survey highlights a shift of power in the electronics and
technology industry, with Apple becoming one of the biggest risers,
up 58% year-on-year while Nokia is down by a whopping

The top 5 brands
remain unchanged from last year (Coca-Cola, IBM, Microsoft, Google
and GE).