Swiss Banking Brands Lose Global Standing
Swiss banks have increased their collective brand value, yet none made it into the global top 10, highlighting the shifting financial landscape.
The latest Brand Finance Banking 500 ranking underscores a mixed picture for Swiss banks. While their collective brand value has grown by 11 percent year-on-year to reach $20.7 billion, no Swiss bank made it into the global top 10. Worldwide, the increase in brand value was higher at 13 percent than for Swiss institutions. In other words, Switzerland is losing ground.
The continued dominance of Chinese and American banks signals the increasing challenge for Switzerland’s financial institutions to maintain their global profile.
Most Valuable Swiss Brand
Switzerland’s most valuable banking brand remains UBS, benefiting from its takeover of Credit Suisse. Its brand value rose 15 percent to $14.1 billion, making up nearly 70 percent of the total brand value of Swiss banks included in the ranking.
Despite its strong national position, UBS lags far behind Industrial and Commercial Bank of China (ICBC), which remains the world’s most valuable bank brand for the ninth consecutive year at $79.1 billion. ICBC also maintains a presence in Switzerland, reinforcing its international reach.
The Swiss institutions covered by the ranking are:
- UBS (rank 26)
- Julius Baer (148)
- Pictet (159)
- Zürcher Kantonalbank (180)
- J. Safra Sarasin (311)
- EFG International AG (316)
- Vontobel (319)
- Lombard Odier (326)
- BEKB | BCBE (Rank 386)
- Banque Privée Edmond de Rothschild (387)
- St.Galler Kantonalbank (396)
- BCV (427)
- Valiant Bank (466)
- Luzerner Kantonalbank (470)
- Graubündner Kantonalbank (482)
- BCGE (483)
Notably, Pictet saw one of the highest growth rates, at 31 percent.
Brand Finance evaluates bank brands using a Royalty Relief method, which estimates the value a company would pay to license its brand in the open market. The methodology includes factors such as marketing investment, stakeholder equity, and financial performance.
