本土品牌的崛起-500強(qiáng)銀行品牌價(jià)值破紀(jì)錄-品牌價(jià)值（英）

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2024TheRiseofLocalBrandsrecord-BreakingBrandValuesforTop500

BanksBrandFinanceJournal2024Banking500|ContentsContentsBrandFinanceJournal2024Banking500FOREWORD?5byDavidHaigh,Editor-In-Chief,Chairman&CEO,BrandFinanceINTRODUCTION?7byJoyMacknight,GuestEditor,BrandFinanceJournalMAINFEATURE:?8Top500BankingBrandsbyJoyMacknight,GuestEditor,BrandFinanceJournalTOPBANKCEOS?14BrandFinance2024BrandGuardianshipIndexBRANDSTRENGTHFEATURE:?16LocalBrandsProveStrongerThanGlobalBrandsbyJoyMacknight,GuestEditor,BrandFinanceJournalREGIONALANALYSISANDTABLES?18BRANDBUILDINGTHROUGHSPONSORSHIP:?24ConsiderationsforBankingBrandsbyHugoHensley,HeadofSportsServices,BrandFinanceSHOWMETHEMONEY?28AndaCommitmenttoSustainabilitybyRobertHaigh,StrategyandSustainabilityDirector,BrandFinanceandSo?aLiszka,Strategy&SustainabilityConsultant,BrandFinanceBANKINGBRANDSPOTLIGHTS?32MBBank?32??bank?34BNPParibas?36BPI?38Absa?40EquityGroupHoldingsPlc?42EFG?44TDBankGroup?46FORLOVEORMONEY:?48DriverofAccountSwitchingintheUKTOP500BANKINGBRANDS?50METHODOLOGY?60March2024|BrandFinanceJournal|3DavidHaigh|ForewordForewordBrandEquityDataDiveDeeperintoBrandIndustryandregionalcomparisonsofbrandstrengthfromourannualglobalresearchstudyofover6000brandstoinformstrategicbranddecisions/researchbyDavidHaigh,Editor-In-Chief,Chairman&CEO,BrandFinanceValueandInpursuitofhigherreturns,bankershaveoftenbeeninnovators,creatingnewwaysofprovidingplacestolodgewealth,transfermoneyandprovidecredit.Atthesametime,theyhavealsobeenwide-lyconsideredgreedy,anti-social,andof-tenuntrustworthy-anecessaryeviltokeeptradeandpersonalfinanceflowing.Asaresult,manybankbrandsarestrug-glingtomaintaintheirrelationshipwithcustomers,particularlytheirretailcus-tomers.Inmanycategories,customersgenuinelylovetheirfavouritebrands,butthisisnotusuallythecaseforbanks.VernonHill,thefounderofMetroBank,famouslyassertedthathedidn'twantcustomers,hewantedfans,althoughitssubsequenttravailsratherunderminedthisambition!Butfromabrandingper-spective,hehadtherightidea.WhatDrivesItBankingSectorValueTablesOurrankingtablesofthetop500bankingbrandsintheworldbyvaluefrom2007to2024/bankingWhatmostcustomersdon'tappreciateisthatbankingisinherentlyrisky,moresoincertainenvironments.Marketslack-inginprudenceandrigorousoversightcreateafriendlyenvironmentforbankrunsandbankfailures.TheinsightinthisreportSustainabilityPerceptionsBankinghasbecomeoneoftheweakestcategoriesforcustomerbrandtrustandlove.isderivedfromourproprietarybrandequityresearchdataandbrandvaluecalculations.Ourreportonthecontributionthatperceptionsofsustainabilitymaketothevaluesoftheworld’sleadingbrandsInpursuitofhigherreturns,bankerscre-atedfractionalreservebanking,papermoney,tradefinance,bonds,mortgages,creditcardsandinmorerecenttimescryptocurrency.Alloftheseinnovationscreaterisksunlesscarefullymanaged,asdemonstratedbythelastbigfinancialcrisisin2008.Thiscreatesrealopportunitiesforchal-lengerbrandsinbankingandfinancialservices.ApartfromnewplayerslikeRevolutandMonzo,theconditionsarerightfornon-financialinstitutionstousurptraditionalbankingrelationships.Butchallengerbrandshavestruggledtomakerealbreakthroughsandnon-bankplayersappearreluctanttostepin'whereangelsfeartotread."Whythehistorylessonandthereminderthatbankingisinherentlyrisky?Becauseweseemtobeataninflexionpointintermsofbothinnovation,MuchofthisisavailableviaBrandirectory,ouronlinebrandvaluedatabasewhereweranktheworld’sleadingbrandsbytheirvaluesacross31sectorsand41countriesandregions./sustainabilityBrandGuardianshipIndexWhythehistorylesson?Weseemtobeataninflectionpointintermsofinnova-tion,regulation,andtrust.OurmeasureofthecontributionthatCEOsmakeas“guardians”ofthevalueoftheirbrands/Thisisprobablywhyweareseeingagrowthinpopularityforsmallerregion-alandone-countrybankbrandsattheexpenseofthebigmonolithicglobalbrandsthatusedtobeinvogue.Thoseswankyreassuringbranchnet-workssupportedbyfriendlycustomerservicepersonnelarerapidlydisappear-ing,justasweenterarecessionarype-riodwherebankfailureisincreasinglylikely.Justlastyear,CreditSuissefailedinEurope,asdidAmericanbanksSil-iconValleyBank,SignatureBankandFirstRepublicBank.brand-guardianshipBrandirectoryisthegatewaytomuchdeeperinsighttowhatdrivesbrandstrengthandbrandvalue.BrandValueReportsOurresearchshowsthatstrongnation-albankbrandsarefillingthevacuumofcustomertrust.Ibelievewewillseemuchmoreofthisoverthenextfewyearsasdisengagedcustomerslookforabankpartnerthatoffersagreaterfeelingofaffinity,security,andtrust.Requestyourowncustombrandvaluereport,providingadetaileddiagnosisofbrandstrengthandvaluerelativetocompetitorswithroyaltyratesandcostofcapitalcalculationsregulationandtrust."Moneyisnowsubstantivelyelectron-ic.Bankrelationshipsareincreasinglyremoteandonline.Thecustomerisbe-ingdisintermediated,andsoonAIwillmeanthatmostbanking'relationships'won'teveninvolvehumancontact./request-a-valuationenquiries@brand?March2024|BrandFinanceJournal|5Introduction|JoyMacknightJoyMacknight|IntroductionIntroductionbyJoyMacknight,GuestEditor,BrandFinanceJournalWhenaskedhowbankscanimproveHowever,thebankingindustryshouldn’tbrandvalue,mostchiefmarketingof-becontenttositonitslaurels.Thereareficershavelongpointedtocustom-manyemergingchallengesfortradition-ertrustasoneofthemainpillarsofaalbrands,includinggainingvisibilitystrongbrand.andrelevancethoughdigitalmarketing.Thisrequiresinvestment,newskillsandToday,inadditiontotrust,thereisalsoaashiftinthemindsetacrossthewholefocusonarticulatingasenseofpurpose,bank.aswellasdeliveringproductsandservic-eswhen,whereandhowthecustomerAssuch,banksaredeployingemergingwantstoaccessthem.technology,suchasartificialintelligence,tohelpthemconnecttotheircustomersSowhilemakingmeaningfulconnectionsinnewways.Thekeytosuccessisinwithcustomersisthekeytobuildingaseamlesslycombiningenergisedem-strongbrand,itiscrucialthatabrand’sployeesandcutting-edgetechnologytopromise,deliveryandcustomerexperi-deliverrelevantservicesandpersonal-enceallintersectandareconsistent.isedexperiencesthatactuallyhelpcus-tomersinthemomentsthatmatter.Clearly,thebiggestbrandsintheglobalbankingindustrycontinuetowintheheartsandmindsofcustomers,asillus-tratedbytheincreaseintheTop500’saggregatebrandvalueforthethirdcon-secutiveyear.6|BrandFinanceJournal|March2024March2024|BrandFinanceJournal|7MainFeature|Top500BankingBrandsTop500BankingBrands|MainFeatureHungarymanagedtoincreaseitsbrandvaluebytheGlobal10byBrandValuegreatestamountamongthetop50countries,afeat?BrandFinancePlc2024Top500country’ssolelenderintherankingjumped58%,accomplishedsingle-handedlybyOTPBank.TheBrandValueBrandValueBrandCountry20242023whichpositionsitamongthetop20climbersbyper-centageincrease.Thishelpedthecountry’slargestcommercialbankmoveup46placesintherankingto177th.12ICBCChina$71,828$65,604$60,398$50,469$37,256$35,807$35,807$31,401$30,762$26,644$69,545$62,681$57,691$47,336$38,647$32,970$31,332$30,551$31,807$24,536BankingBrandsChinaConstructionBankAgriculturalBankOfChinaBankofChinaBankofAmericaWellsFargoChina3China4China5UnitedStatesUnitedStatesUnitedStatesUnitedStatesUnitedStatesChinaTheworld’stopbankingbrandshaveregisteredathirdyearofgrowth,whichisatestamenttotheirabilitytomaintaincustomertrustinahighlycompetitiveenvironment.Thereare31newentrantstotheranking,comparedto19inthepreviousedition.Malaysia'sCIMBGroupisthehighestplacednewentrant,jumpingintotherankingat134thplace.67Chase8Citi9J.P.MorganICBC’SREIGNCONTINUES10ChinaMerchantsBankbyJoyMacknight,GuestEditor,BrandFinanceJournalChina’s‘bigfour’remainwellaheadoftheirUScoun-terparts,withIndustrialandCommercialBankofFhigh-qualitydevelopment,withthe“strong,excellentChina(ICBC)comfortablykeepingthetitleastheGlobal10byBrandStrengthIndexworld’sbiggestbankingbrandfortheeighthconsec-?BrandFinancePlc2024orthethirdyearrunning,the“AlthoughtheChineseeconomyhasexperiencedTop500BankingBrandshasregisteredanheadwindsoverthepast18months,particularlyasaexpansioninaggregatebrandvalue.Thisresultofthepropertymarketdownturninthecoun-year,therankingsawa2.3%rise,bringingtry,Chinesebankingbrandshavestrongreservesandthetotalvaluetoarecord-breaking$1.44canleanoncentralgovernmentsupportifrequired,”utiveyear,witha3%increaseto$71.8billion.BSI2024BSI2023BrandCountryAccordingtoanICBCspokesperson,duringthepastyearthebankfocuseditseffortsonpromoting12BCAIndonesiaKenya93.892.592.392.391.589.889.189.188.988.892.992.490.293.090.486.493.090.886.883.1EquityBank3BancaTransilvaniaFirstNationalBankKenyaCommercialBankICBCRomaniaSouthAfricaKenyatrillion–almostdoublewhatitwasadecadeago.saysHaigh.“Theeconomybegantorecoverthrough-andlarge”developmentpatternbeginningtotakeshape.Inaddition,awarenessofthewell-establishedbrand“ByYourSideandasYourTrust”wasfurtherenhanced.4out2023,whichisreflectedinhigherbrandvalues5“AveragebrandstrengthhasimprovedacrosstheforChinesebankingbrandsyearonyear.”sectorlargelyduetoimprovedbrandfamiliarity,con-6China7CapitecBankVietcombankBankofChinaCTBCBankSouthAfricaVietnamChinasiderationandreputation,accordingtoourglobalAdditionally,Chinesebankshavebenefitedfromresearch,”saysDavidHaigh,chairmanandCEOofhigherinterestratesleadingtohighernetinterestBrandFinance.“Additionalfactors,suchashigherincomeandnetrevenues,headds.“Theassetandrevenues,coupledwithequityanalystsbeingmorewealtharmsofmanybankingbrandsinChinahaveoptimisticonrevenuegrowthinthefuturethantheybeenbenefittingfromagrowingmiddleclassandanwerethistimelastyear,arethemaindriversofbrandaffluentclassinmainlandChina.Innovationanddig-8Assuch,thegroup’sassetsandthebalanceofdepos-itsandloanshitrecordhighs.“Withsolidefforts,theimagesandconnotationsofstrategicbrandssuchasD-ICBC,GreenBank,mobilebankingandinclusivefinanceweremadeknowntomorepeople,”saysthespokesperson.“In2023,ICBCwasalsoinvolved,astheexclusivebanksponsor,intheAsianGamesandtheWorldUniversityGames,continuouslydeepen-ingthepublicwelfarebrandofthegroupandem-poweringitsbusinessdevelopment.”910China(Taiwan)Thebrandstrengthandvaluefiguresreferredtointhisarticle,alongwithourannualvalueimprovement.”itisationhaveresultedinimprovedcustomerexperi-ence,reflectedinhigherperceptionscoresaccordingrankingsfrom2007to2024areavailablevia/bankingHealsopointstothefactthathigherinterestratestoBrandFinanceresearch.”haveboostedrevenuefiguresintheshortterm,andimprovementsindigitalcapabilitieshaveincreasedTheUS,insecondplaceinthecountrytablewithcustomeracquisitionanddecreasedcostsforbank-$332.2billioninaggregatebrandvalue,hasseenaingbrands.slightdrop(1%)followingtwoconsecutiveyearsofexpansion.Thirty-oneofitsbanksintherankingsawItscompatriotsChinaConstructionBank,Agricultur-alBankofChinaandBankofChina–insecond,thirdandfourthplace,respectively–alsoincreasedtheirbrandvaluebysingle-digitpercentages.ChinaMer-chantsBank,in10thpositionoverall,sawthebiggestriseoutofthefiveChinesebanksinthetop10andal-mostbrokeintodouble-digitswitha9%increase.Importantly,theChinesebankingsector(includingdecreasesinbrandvalue.HongKong,TaiwanandMacau)hasrecoveredfromitsaggregatebrandvaluecontractioninthepreviousOnly11ofthetop50countriesexperienceddecreas-ranking.Thisyearitexpandedby2%to$449.8billion.esinaggregatevalue,ledbyRussia(69%),Malaysia(20%)andNigeria(14%).Thenation,whichhastoppedthecountrytableforthepasteightyears,nowsports74institutionsintheUnsurprisinglyduetheinternationalsanctionsim-ranking,overtakingtheUSwith72(whichis9lessposedonRussia,thecountry’stwolargestbrandsthaninthe2023ranking).Almosttwo-thirdsofthe–VTBandSber–figureatthetopofthefallersinChineselendersintherankingincreasedtheirbrandbrandvaluebypercentage,with91%and63%plung-CathayUnitedBanksawbiggestleap(90%)inbrandvalueamongthiscohort,whichallowedittomoveup116positionsto253rdspot.Ittoppedthetableforclimbersbyrankandcameinfourthintermsofper-centageincrease.valueoverthecourseof2023.es,respectively.8|BrandFinanceJournal|March2024March2024|BrandFinanceJournal|9MainFeature|Top500BankingBrandsTop500BankingBrands|MainFeatureClimbersbyPercentageChange2024BOFASTAYSTHECOURSEWhiletheEuropebankingindustryhasbeenstuckin?BrandFinancePlc2024Despiteaslightdrop(4%)inbrandvalue,BankofAmerica(BofA)maintainsitsfifth-placedspotover-allandremainsthepremierUSbankingbrandforthefourthyearrunning,withavalueof$37.3billion.However,WellsFargo–insixthplaceoverall–isclos-ingthegaponitscompatriot,witha9%increasetorecordabrandvalueof$35.8billion.thedoldrumsthepastfewyears,thisyearsawmanycountriesexperiencerobustbrandgrowth,withanaggregateimprovementof3.2%fortheregion.Forex-ample,thelargermarketsofFrance,theNetherlandsandSpainhaveexpandedtheirbrandvaluebyaround10%each.BrandValueChangeBrandCountry1CharlesSchwabFirstCitizensUnitedStatesUnitedStatesGermany+135.9%+115.5%+112.8%23LandesbankBadenWurttembergCathayUnitedBankMCBGroup4China(Taiwan)MauritiusUnitedStatesUnitedStatesSouthKoreaMoroccoThailandIndia+90.4%+86.6%+80.2%+79.0%+76.7%+70.9%+66.4%+63.2%+63.2%+57.9%+54.8%+53.8%+53.2%+51.1%+49.3%+47.9%+47.8%SANTANDER’SSTRENGTH5Chaseattainsthelargestrise(14%)inbrandvalueamongthetopfiveUSlenders.Thisboostallowedittomoveuponeplacetoseventh.ChaseisfollowedbyCiti,ineighthplace,whileJ.P.Morgandroppedtwopositionstoninthwitha3%decreaseinbrandvalue.Recordingthebiggestrankincreaseamongthetop20bankingbrandsglobally,Spain’sBancoSantanderhasmovedupfourplacesto13th.Thelendersawa12%increaseinitsbrandvalue,to$18.9billion.6OldNationalBankUmpquaBankNHBank789AttijariwafaBankSrisawad1011121314151617181920AccordingtoJuanManuelCendoya,globalheadofcommunications,corporatemarketingandresearchatBancoSantander,thebankhasmodifieditsbrandstrategyfrombeingflexiblewithlocalbrandingandcampaignstowardsaglobalbrandstrategytoaccom-panytheoperationalandbusinessstrategy,andactasaleverfortransformation.IndianBankButit’sCharlesSchwabthattopsthepercentagein-creasetable,witha136%jumpinbrandvalue,reach-ingatotalof$12.1billion.Thisallowedittomoveup37positionsto24thspot,enteringthetop25forthefirsttime.BancodelEstadodeChileOTPBankChileHungary77BankJapanBEKB|BCBESwitzerlandIndiaIndusIndBankVIBVietnamSchwab,whichprovidesafullrangeofbrokerage,bankingandfinancialadvisoryservices,celebrat-edits50thanniversaryin2023bylaunchingseveraltargetedinitiatives,includinganonlineinnovation,abrandactivationinpartnershipwithFordandPGA,andaclientsurvey.BankSinopacChina(Taiwan)PortugalIndia“Todothis,wearesimplifyingourbrandportfolioanddefiningatrulyglobalandconsistentpositioningforthebrand,”heexplains.“Thistransformationimpliesaverysignificantchangeandwillhaveanimpactonbothinternalandexternalstakeholders.Ithasbeenledbytopmanagement:AnaBotín,executivechair,andHectorGrisi,CEO,whoaretheleadersandmainsponsorsofthegroup’sstrategiccommunication,brandpositioningandreputationalinitiatives.”CaixaGeraldeDepositosUnionBankofIndiaClimbersbyRank2024InaNovember2023statement,Schwab’sCEOandco-chairmanWaltBettingersaid:“Technologyhasremovednearlyallbarrierstoinvesting,andthenextlogicalstepistoprovidetruepersonalisationtoeverysingleinvestor.Thatsaid,technologywillnevereclipsethehumantouch.Forhalfacentury,ourded-icatedSchwabprofessionalshaveputtheinterestsofourclientsfirstandforemost,andI’mconfidentourcultureofservicewillcontinuetosetusapartoverthenext50years.”?BrandFinancePlc2024ChangeinRankBrandCountry1EquitableGroupCathayUnitedBankLandesbankBadenWurttembergOldNationalBankUmpquaBankIndianBankCanada+319ReflectingonSantander’smostsuccessfulbrandcam-paignin2023,Cendoyahighlightsafewatthegloballevelthatarehelpingthebankleverageitsglobalposi-tioning.“Withinsponsorships,weworkedonkeyas-setssuchasFerrariandF1with‘SantanderLapZero’,aswellasLeagueofLegendscompetitionsunderthe‘Levelupyourdreams’programme,”hesays.2China(Taiwan)Germany+116+111+106+90+84+84+79+71+71+70+68+66+65+65+59+59+58+56+5634UnitedStatesUnitedStatesIndia567MCBGroupMauritiusMoroccoEUROPE:REASONFOROPTIMISM8AttijariwafaBankCoventryBuildingSocietyBEKB|BCBEThelargestbankingbrandinEuroperemainsHSBC,withabrandvalueof$20million.A1%increaseinbrandvaluewasenoughtoallowtheUK-headquar-teredbanktoovertakeCanada’sTDandregainthe11thspotglobally,followingtwoyearsin12thposition.GERMANY’SDOUBLE-DIGITGROWTHGermany’saggregatebrandvaluejumpedup21%,allowingittomoveuptwoplacesto18thinthecoun-trytable.Itsthreebiggestbrands–DeutscheBank,CommerzbankandDZBank–sawjumpsof24%,36%and19%,respectively.9UnitedKingdomSwitzerlandThailand1011121314151617181920SrisawadFirstCitizensUnitedStatesVietnamVIBTSBUnitedKingdomVietnamTheHSBCbrandreceivedaboostfollowingthe￡1acquisitionoftheUKsubsidiaryofthefailedSiliconValleyBankinMarch2023.Threemonthslater,itre-brandedSiliconValleyBankUKasHSBCInnovationBankingandsetoutplanstogrowtherebrandedenti-ty–whichservesthestart-upcommunity–intheUS,UK,MiddleEastandAsia.MaritimeCommercialBankChibaBankButitisLandesbankBaden-Württemberg(LBBW),amid-sizeduniversalbankwhichservescompanies,retailandinstitutionalcustomers,andsavingsbanks,thathasmadethebiggestimprovementamongtheGerman–aswellasEuropean–lenders.Itincreaseditsbrandvalueby113%andleapt111positionsintheJapanQIIBQatar77BankJapanBancodelEstadodeChileHalykBankChileKazakhstan10|BrandFinanceJournal|March2024March2024|BrandFinanceJournal|11MainFeature|Top500BankingBrandsTop500BankingBrands|MainFeatureoverallrankingtoreachthe209thspot,earningitaandotherbarrierstoeffectiveuseofdataanalyticsplaceinboththepercentageandrankclimbers’ta-willbeachallengethatbankingbrandsmustover-bles.comeiftheyaretosuccessfullypersonaliseproductsandservicestocustomersandprovidethebestuserAccordingtoAngelaBr?tel,headofcorporatecom-experiencepossible,”Haighsays.munications,marketingandboardofmanagementofLBBW,thebiggestchallengeoverthepastyearwasNavigatingtheroadaheadwillnecessitateabank–andcontinuestobe–supportingitscustomersasatoremaintruetoitscorepurpose.AccordingtoLB-reliablepartnerintheirsustainabletransformation.BW’sBr?tel,thebank’sgoalfor2024is“tocontinue“However,thisisalsoourgreatestopportunity,”shetoestablishitselfasthepreferredbankingpartneradds.“Weknowourcustomersandtheirindustriesforbusinesscustomers,eveninanincreasinglychal-andhavelong-termownersatourside.Thismeanslengingeconomicenvironment.Toachievethis,anwehavealltheprerequisitestoaccompanytheimagecampaignisplannedfor2024thataddresseschangesinthebestpossibleway.”theneedsofourtargetgroupsandprovesthatLBBWistherightpartner.”In2023,LBBWrepositioneditselfasamodernworkplaceforexistingandpotentialemployeeswithICBC,inhonourofits40thanniversary,planstore-thelargestemployerbrandingcampaigninitshisto-maincommittedtothe“financialdevelopmentpathry.“Thisrequiresthebesttalentinthecountry,asthewithChinesecharacteristic.”andpushforwardre-bankistacklingthemajortransformationissuesofformanddevelopmentinthenewjourney,accordingourtime,”saysBr?tel.“Atthesametime,LBBWisatothespokesperson.workplacewhereemployeescanfeelcomfortable,asitemphasisestheimportanceofhumaninteraction.”“ICBCwillcontinuetosupport,throughbrandbuilding,thewholebankindevelopingtechnologyToattractadditionalattention,thebankreactivatedafinance,greenfinance,inclusivefinance,pensionfi-specialinfluencerfromitshistoryusingartificialin-nanceanddigitalfinance,andcontinuetostrengthentelligence(AI).Br?telexplains:“Over200yearsago,itsbrandvaluecreationability,tobuildconfidenceinKatharinavonWürttembergwasbraveenoughtoandgatherstrengthforthehigh-qualitydevelopmentlaunchabankinresponsetoafamine.ofthebank,”explainsthespokesperson.Sinceautumn2023,KatharinahasalsobeensharingAccordingtoCendoya,Santander’sbrandvaluewillherthoughtsonLinkedIn,thankstoLBBWandAIbestronglylinkedtoitsabilitytodeliveronthestrate-technology.Asavirtualinfluencer,Katharinapro-gyithasdefinedforboththebusinessandthebrand.videsinsightsintothebank’sworkandsuccessful-lyaddressestheissuesthatmoveprofessionalsand“Thekeytoincreasingourbrandvaluewillbetoim-youngprofessionalsalike.”plementaglobaloperatingmodelformarketing,toimplementcommonpositioning,andtoidentifytherightassetsandexperiencestomakeittangible,”heTHEYEARAHEADHaighseesdiversechallengesforbankingbrandsinsays.“NathaliePicquot,headofcorporatemarketing,thenext12months.Forplayersindevelopedecono-brandengagementanddigitalexperience,islead-mies,increasedcompetitionfromtraditionalindus-ingonthis,andIamconvinceditwillbeasuccess,tryplayersandnon-traditionalplayers,regulatoryleadingnotonlytohigherbrandvaluebutalsotoachanges,andlowernetinterestmargins,allpointtoastrongerbrand.”potentialconvergenceintheindustry.Forthoseindevelopingmarkets,thereismoreoppor-tunityforgrowthamongtheunbanked,butdifferentchallengesexistintheformofalackoffinancialin-clusionorliteracy,assessingcreditriskeffectively,andalackofbankinginfrastructure.Healsopointstotheusefuldeploymentofdataan-alytics.“Navigatinglegacysystems,privacycontrols12|BrandFinanceJournal|March2024March2024|BrandFinanceJournal|13TopBankCEOs|BrandFinance2024BrandGuardianshipIndexBrandFinance2024BrandGuardianshipIndex|TopBankCEOsTopBankCEOs:No.4VincentDelieFirstNationalBank,CEOAsanewentrantinBrandGuardianIndex(BGI)2024,VincentDeliehasmadesignificantprogressinenteringtheBGIbankingranks.However,theascentisnotreflectedinthebank’soverallbrandvalue,whichhasdeclined10%year-on-year.Delieunderscoresthepivotalroleofinvestinginhisteamasaninvestmentinthecompany'sfuture.HiscommitmenttofosteringprofessionalgrowthanddevelopmentBrandFinance2024BrandGuardianshipIndexisevidentinthecomprehensivesupportprovidedtoemployees,includingleadershipdevelopmentprogrammes,diverselearningoppor-tunities,andnetworkingevents.No.5MattComynCommonwealthBank,CEOAustralia’sCommonwealthBankCEO,MattComynhasmadeasignificantleapintherankingupfrom15thtofifth.Theascentisnotre-flectedinthebank’soverallbrandvalue,whichhasdeclined12%year-on-yearto$6.8billion,simultaneouslydroppingfrom49thto43rdintheBanking500ranking.ThebankrecentlyfellshortofanalystexpectationsdespitereportingaheftyA$5billioncashprofit,whichCo-mynattributedtotheeconomy’sexposuretodownsiderisks,notingthatcash-strappedconsumersarescalingbacktheirspendinghabits.In2024,someCEOsarescrutinisedlikecelebrities.TheBrandGuardianshipIndexcelebratesCEOswhobalancetheneedsofcommercialsuccess,long-termbrandbuildingandpersonalreputationmanagement.No.6Ala’aEraiqatADCB,CEOIfromthebankingsector.TheBGIADCB’sCEOAla’aEraiqat,maintainedthesamerankingamongbankingpeersthisyear.Thebank’sbrandvaluealsoincreasedby8.7%to$2.9billion.UnderEraiqat'sleadership,astheADCBGroupCEOandAlHilalBankChairman,strategicpartnershipsanddigitaliniti-ntheBrandFinanceBrandManyofthisyear’stopbankingbrandBankingbrandguardianshipisnotjustGuardianshipIndex2024(BGI),guardiansdemonstratestability,focus-aboutsteadfastness,though.Digitisation10outoftheworld’stop100ingonsteadfastleadershipandlong-andtranformationfactorprominentlyativeshavepropelledADCB'sgrowthandimprovedcustomerexperience.ThroughtheinnovativecollaborationwithNomo,asubsidiaryofBoubyanBank,ADCBnowoffersShari’ah-compliantdigitalbankingsolutionstoUAEresi