银行业品牌新力量时代：建立信任，保障增长

1996march|2025 The Newera of BraNd Power iNBaNkiNgBuilding Trust,Securing Growth Contents Brand Finance Journal 2025 Banking 500 FOREWORD5by David Haigh,Editor-In-Chief, Chairman, Brand Finance INTRODUCTION7by Annie Brown,Valuation Director, Brand Finance MAIN FEATURE:8Top 500 Banking Brandsby Joy Macknight,Editorial Contributor, Brand Finance Journal TOP BANK CEOS14Brand Finance 2025 Brand Guardianship Indexby David Haigh,Editor-In-Chief, Chairman, Brand Finance GLOBAL TRENDS AND REGIONAL INSIGHTS16 AFRICA: Banks Punch Above their Weight with Strong Brand Growth18by Jenny Moore,Strategy & Insight Consultant, Brand Finance BRAND SPOTLIGHT: Nedbank24by Tebogo Motsepe,Executive Head, Marketing Strategy, GMCA Nedbank ASIA & PACIFIC: Banking Giants Thrive Amid Rapid Growth and Innovation26by Alex Haigh,Managing Director, Brand Finance Asia Pacific BRAND SPOTLIGHT: DBS30by Karen Ngui,Managing Director & Head, DBS Foundationand DBS Group Strategic Marketing & Communications BRAND SPOTLIGHT: KB Financial32by Jong Hee Yang,Chairman & CEO, KB Financial Group Inc. BRAND SPOTLIGHT: Maybank34by Dato’ Khairussaleh Ramli,President & Group CEO, Maybank EUROPE: Cautious Optimism for a New Era of Brand Growth and Influence36by Annie Brown,Valuation Director, Brand Finance BRAND SPOTLIGHT: Banca Transilvania40by Ömer Tetik,CEO, Banca Transilvania BRAND SPOTLIGHT: BNP Paribas42by Elise Hermant,Head of Group Communications, BNP Paribas MIDDLE EAST: A Banking Sector Defined by Opportunity and Stability44by Savio D’Souza,Valuation Director, Brand Finance BRAND SPOTLIGHT: Mashreq48by Ahmed Abdelaal,Group Chief Executive Officer, Mashreq NORTH AMERICA: A Financial Powerhouse Facing Trust and Growth Gaps50by Laurence Newell,Managing Director, Brand Finance Americasand Alfred DuPuy,Strategy & Valuation Director, Brand Finance Americas BRAND SPOTLIGHT: TD52by Tyrrell Schmidt,Chief Marketing Officer, TD Bank Group SOUTH AMERICA: Fintech and Digital Banking Fuel Brand Value Growth54by Eduardo Chaves,Managing Director, Brand Finance Braziland Pilar Alonso Ulloa,Managing Director, Brand Finance South America SPONSORSHIP FEATURE:60Emerging Sponsorship Trends Among Banking Brandsby Scott Moore,Sports Services Senior Consultant, Brand Finance TOP 500 BANKING BRANDS62 Brand Equity Data Foreword Dive Deeper intoBrand Value andWhat Drives It Industry and regionalcomparisons of brand strengthfrom our annual global researchstudy of over 6000 brandsto inform strategic brand decisionsbrandirectory.com/research by David Haigh,Editor-In-Chief, Chairman, Brand Finance The global banking landscape stands ata crossroads shaped by unprecedentedgeopolitical tensions, rapid technologicaladvancements, and changing consum-er trust dynamics. These factors meanthat measuring brand value and brandstrength in the global banking industryis more important than ever before. Meanwhile, new digital-first banks areperceived as offering an excellent userexperience. Banking SectorValue Tables The insight in this reportis derived from our proprietarybrand equity research dataand brand value calculations. This means that there is a risk for sometraditional banks to get caught in themiddle, losing customers in both direc-tions. Meanwhile, there are brand risksat startup banks caused by core bankingerrors, while experienced bank brandsface greater risk of technical disruption.In early 2025, Barclays bank sufferedsuch disruption, and Deutsche Bank’sintegration with Postbank caused chal-lenges for over a decade. Our ranking tables of the top500 banking brands in theworld by value from 2007 to 2025brandirectory.com/banking In our latest Brand Finance Banking500 report, we explore not only whichbanking brands lead in value, but criti-cally, how these brands are adapting to ashifting global order. Much of this is available viaBrandirectory, our online brandvalue database where we rankthe world’s leading brands bytheir values across 31 sectorsand 41 countries and regions. SustainabilityPerceptions Traditionalbanks,confronted withregulatory complexities, digital trans-formationimperatives,and intensemarket volatility are consolidating theirstrengths and refining their brand archi-tectures. Changes in interest rate levelsare making this urgent for many bank-ing leaders. Our report on the contributionthat perceptions of sustainabilitymake to the values of the world’sleading brandsbrandirectory.com/sustainability Geopolitically, we see the Middle Eastemerging as a pivotal intermediary be-tween East and West, boosting the valueof banking brands in that region. Mean-while, the global expansion of Chinesebankscontinues,particularly acrossdeveloping nations, reflecting China'sincreasing soft power and strategic in-vestment in innovation and intellectualproperty. "Bankingbrands today arenot just facilitatorsof financialtransactions;they are cornerstonesof global trade,trusted advisors inwealth management,and critical playersin shaping theeconomic