New data from Brand Finance reveals strongest banking brands among Mexican customers
LONDON, 4 March 2026 – BBVA is the strongest banking brand among Mexican customers, according to new data from Brand Finance, the world’s leading brand valuation consultancy. Brand Finance data reveals that BBVA leads on brand strength metrics in Mexico, reflecting strong performance across consideration, preference, and likeability. According to the bank, its long-term strategy includes plans to invest more than 100 billion pesos by 2030 to support improvements in key areas, including customer experience.
Mexico-native Banamex ranks second among Mexico’s strongest banking brands and records the highest Brand Strength Index (BSI) score among domestic peers, driven by improved customer consideration, preference, and recommendation scores, according to Brand Finance research. Santander ranks third in Mexico for its brand strength.
In terms of brand value, four Mexican banking brands feature in the Banking 500 2026 ranking. Banorte remains the country’s most valuable banking brand at USD2.6 billion, up 7% from 2025. Inbursa records the largest brand value increase among Mexican brands, rising 78% to USD659.8 million. Banco Azteca and Compartamos Banco also ranking among the world’s most valuable banking brands.
Laurence Newell, Executive Chairman, Americas, Brand Finance commented:
“Mexico’s banking sector continues to demonstrate strong brand momentum across both domestic and international players. BBVA’s leadership on brand strength reflects sustained investment customer experience in this market, while Banorte’s position as the country’s most valuable banking brand highlights the scale and resilience of leading domestic institutions, underscoring the growing competitiveness of the market.”
The total brand value of the world’s 500 most valuable and strongest banking brands increased 10% in 2026 to USD1.8 trillion, marking five years of continued growth.
Wealth management brand value surged 45% in 2026 – the highest growth of any segment and now contributes USD61.6 billion to the ranking’s total value. Unlike traditional retail banking, which remains sensitive to interest rate cycles, wealth management offers structurally higher margins and more stable fee-based income.
Alongside the rise of wealth management, digital-first banks continue to mature and reshape competitive dynamics. Brands such as Nubank and Revolut are no longer niche challengers; they operate at scale and increasingly influence mainstream banking markets. In 2026, Nubank ranks fourth among the world’s strongest banking brands, with a Brand Strength Index (BSI) score of 95.2 out of 100. Meanwhile, Revolut remains among the fastest growing banking brands globally, with brand value more than tripling in 2026 (+239%) to USD6.6 billion, following a 795% increase in 2025.
Annie Brown, Managing Director UK, Brand Finance, added:
“Digital-native banks are no longer disruptors - they are established competitors shaping the mainstream. The question is no longer whether neobanks matter, but whether we should still be calling them ‘neo’ at all. While Brand Finance data reveals that digital-native banks achieve awareness levels close to incumbents, they continue to trail traditional banks on familiarity and consideration in most markets, reflecting the enduring strength of legacy banks. Incumbents therefore face a strategic choice: ring-fence digital brands under entirely new identities to protect legacy equity or integrate them into the Masterbrand and concentrate marketing investment behind a single name.”
At the top of the ranking, scale remains a powerful advantage. Chinese megabanks reinforce their dominance, reflecting the continued power of large, systematically important institutions. ICBC marks a decade as the world’s most valuable banking brand, with a brand value of USD90.9 billion, followed by China Construction Bank and Bank of China in second and third, respectively.
U.S. banks also maintain a strong presence, with five securing places among the top 10 most valuable banking brands globally. Bank of America and Chase rank fifth and sixth respectively. The UK’s HSBC re-enters banking’s top 10 most valuable list for the first time since 2019, as its brand value rises 21%.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
