Brand Finance data reveals 10 out of 16 Swiss banks included in ranking of the global top 500 banking brands are growing in brand value in 2025
LONDON, 20 March 2025 - The total brand value of the 16 Swiss banks featured among the world’s 500 most valuable banking brands has risen by 11% year-on-year, reaching USD20.7 billion, according to the latest report by Brand Finance, the world's leading brand valuation consultancy. This growth is especially notable considering the difficulties the Swiss banking sector has faced in recent years, including the collapse of Credit Suisse in 2023.
UBS remains Switzerland’s most valuable banking brand, with a brand value of USD 14.1 billion (up 15%), accounting for 70% of the total brand value of Swiss banks in the ranking. UBS’ brand value dominance in Switzerland was strengthened by its acquisition of Credit Suisse in 2023.
Julius Baer is the strongest Swiss bank with a Brand Strength Index (BSI) score of 78.22 out of 100 and AA+ brand rating. This marks a slight year-on-year improvement in brand strength. With a brand value of USD 1.8 billion—up 7%—Julius Baer is also the country’s second most valuable brand. Following a challenging 2024, the appointment of new CEO Stefan Bollinger has helped restore stability, reflected in steady growth in both brand strength and value.
Other Swiss banks with more than 30% brand value growth are Pictet (brand value up 31% to USD1.7 billion) and BEKB | BCBE (brand value up 35% to USD328.3 million), while EFG International AG’s brand value is up 17% to USD484.6 million.
Marco Casanova, Chair, Brand Finance Switzerland, commented:
“Switzerland’s financial sector has long been synonymous with strength and stability, but recent challenges have put that reputation to the test. Despite this, our research shows that Switzerland’s banks remain globally respected, while the country ranks first for investment recommendation in the Brand Finance Global Soft Power Index 2025. This resilience underscores the value of Swiss banks’ growing investment in brand building—our data consistently shows that long-term brand building outweighs short-term reputational setbacks, helping banks navigate crises when it matters most."
The total brand value of the world’s 500 most valuable banking brands has surged by 13% year-on-year to reach USD1.6 trillion, marking the first double-digit increase in four years. This follows two years of sluggish 2% brand value growth and reflects the banking sector's ability to sustain momentum despite market volatility.
Annie Brown, Valuation Director at Brand Finance, commented:
“The high-interest rate environment in many major economies has undoubtedly driven growth in banking brand values, boosting profits and share prices in 2024. However, longer-term brand value growth is being shaped by four key trends: regulation, digital innovation, a shift towards fee-based income over interest margins, and a renewed focus on brand building to sustain competitive advantage.”
Chinese banking brands continue to dominate the ranking, with ICBC (Industrial and Commercial Bank of China) retaining its position as the most valuable banking brand in the world for the ninth consecutive year, growing 10% to USD79.1 billion. China Construction Bank, Agricultural Bank of China, and Bank of China complete the top four. While the country’s leading banks remain strong, smaller players in China have struggled, with several ranking lower or losing brand value.
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 evaluating marketing investment, stakeholder equity, and business performance, 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.
