Most Valuable Bank Brands: UBS Moves Up in Rankings

UBS’ brand value has increased by 25 percent according to new rankings, propelling the Swiss banking giant far up the list of the 500 most valuable banking brands.

The current value of the UBS brand is $12.22 billion, 25 percent higher than last year. The Swiss banking behemoth moves up to 23rd place on the list of the 500 most valuable bank brands by «Brandirector»: a gain of no fewer than ten places. Credit Suisse is no longer on the list. Its acquisition was factored into UBS’ value, the authors of the study told finews.

The former number two of Switzerland’s big banks still had a brand value of $5.26 billion in 2023, equivalent to ranking 54 on the list of the most valuable bank brands.

Key Factor: Net Benefit

Brand Finance publishes the list of the 500 most valuable bank brands every year. Brand value is the economic net benefit that would be generated by licensing a brand, according to the London marketing company. The company estimates the total value of the world’s 500 most valuable banking brands in 2024 at $1.44 trillion, a record value and almost double what it was ten years ago.

The Rankings Are Dominated by Chinese Banks

Chinese banks occupy the top four places as they did last year. Industrial and Commercial Bank of China (ICBC) remains the world’s most valuable banking brand for the eighth year running, with the brand value increasing by 3 percent to $71.8 billion.

Despite a 4 percent decline in brand value, Bank of America still holds its title as the leading U.S. banking brand. With a value of $37.3 billion, it comes fifth in the overall rankings, ahead of the U.S. banks Wells Fargo, Citibank, and J.P. Morgan Chase.

Swiss Banks Catching Up

In Europe, HSBC is still the most valuable brand with a value of $20 billion. UBS is located in fifth place in the continental rankings. Although the European banking sector has stagnated in recent years, many countries are now experiencing total brand growth of 5.6 percent. For example, France, the Netherlands, and Spain increased their brand values in the rankings by around 10 percent each.

Numerous other Swiss banks managed to improve their standing or at least hold their ground alongside UBS: