An IMGW News Report
Swiss banks have seen an uptick in their collective brand value, yet none managed to secure a spot in the global top 10, underscoring the shifting dynamics of the financial world.
According to the latest Brand Finance Banking 500 ranking, Swiss banks increased their combined brand value by 11% to USD 20.7 billion. However, this growth lags behind the global average of 13%. The absence of Swiss banks in the top 10 illustrates a broader trend: Switzerland’s financial sector is losing its competitive edge on the international stage.
The enduring dominance of Chinese and American banks highlights the mounting challenges faced by Swiss institutions in retaining their global stature. UBS, Switzerland’s leading bank, remains the most valuable, with its brand value rising by 15% to USD 14.1 billion, now accounting for nearly 70% of the total brand value of Swiss banks in the ranking. This is largely due to its acquisition of Credit Suisse, which has bolstered its profile.
Despite this, UBS is a distant contender compared to the Industrial and Commercial Bank of China (ICBC), which continues to hold the title of the world’s most valuable banking brand for the ninth consecutive year, valued at USD 79.1 billion. ICBC’s continued presence in Switzerland further underscores its global reach.
The Swiss banks featured in the ranking include:
- UBS (Rank 26)
- Julius Baer (Rank 148)
- Pictet (Rank 159)
- Zürcher Kantonalbank (Rank 180)
- J. Safra Sarasin (Rank 311)
- EFG International AG (Rank 316)
- Vontobel (Rank 319)
- Lombard Odier (Rank 326)
- BEKB | BCBE (Rank 386)
- Banque Privée Edmond de Rothschild (Rank 387)
- St.Galler Kantonalbank (Rank 396)
- BCV (Rank 427)
- Valiant Bank (Rank 466)
- Luzerner Kantonalbank (Rank 470)
- Graubündner Kantonalbank (Rank 482)
- BCGE (Rank 483)
Notably, Pictet saw a remarkable 31% growth in brand value.
Brand Finance’s Royalty Relief method, which assesses the value of a bank’s brand based on licensing potential, considers factors such as marketing expenditure, stakeholder equity, and financial performance.
