[March 6, 2024, TORONTO] - Ten Canadian banks, with a combined brand value of USD71.4 billion, feature in the Brand Finance Banking 500 2024 ranking. Canada ranks third in cumulative brand value, significantly behind China and the United States, and marginally ahead of the United Kingdom, with the 19 British banks that feature recording a total value of USD66.9 billion.
TD Bank Group (TD) is the 12th most valuable banking brand in the world and Canada’s most valuable banking brand, with a brand value of USD19.0 billion. TD has shown robust performance in Brand Finance's latest consumer research, particularly concerning consideration and familiarity. It stands out as the most recognised banking brand in the country, with 72% of respondents expressing familiarity. Moreover, 31% of individuals claim to be presently using TD's services, solidifying its status as the most preferred banking brand in Canada. These consistent market indicators highlight TD's enduring appeal within the industry.
TD not only leads in sustainability perceptions among Canadian respondents, excelling in environmental considerations and securing the second position for social and governance aspects but also demonstrates its commitment through action. This is exemplified by TD's recent unveiling of a three-year, USD20 billion Community Impact Plan aimed at supporting diverse and underserved communities across its US presence.
RBC (brand value up 11% to USD16.4 billion) and BMO (brand value USD10.7 billion) round out the top 3 Canadian banking brands, sitting at 18th and 27th, respectively.
Tangerine debuts at 402nd in this year's ranking, with a brand value of USD305 million. The digital bank and subsidiary of Scotiabank (brand value down 11% to USD10.6 billion) prides itself on simplifying banking, offering flexibility and accessibility through innovative products and services. With over 2 million clients and assets exceeding CAD40 million, Tangerine also has strategic partners across the sporting sector, serving as the official bank of the Toronto Raptors, NBA Canada, and a founding partner of the WNBA Canada.
Canada Western Bank is the fastest-growing Canadian bank in the ranking, its brand value increasing 17% to USD280.0 million.
“The cumulative brand value of Canada’s most valuable banking brands has remained largely stable, with the ten most valuable banks only dropping a marginal 2% in total brand value. Canadian banks have demonstrated resilience amid a dynamic landscape despite challenges ranging from shifting interest rates to economic uncertainties. Their adaptability is a testament to their strength in navigating complex environments."
Laurence Newell, Managing Director, Brand Finance Americas
The combined value of the world’s top 500 most valuable banking brands has reached a record level of USD1.44 trillion, almost double what it was a decade ago.
The Chinese banking sector demonstrates a notable recovery, with the 'big four' banks remaining well ahead of their US counterparts. ICBC (Industrial and Commercial Bank of China) maintains its position as the world's most valuable banking brand for the eighth consecutive year, boasting a 3% rise in brand value to USD71.8 billion. China Construction Bank, Agricultural Bank of China, and Bank of China secure second, third, and fourth positions respectively, following single-digit percentage increases in each of their brand values.
Despite experiencing a minor decline (4%) in brand value, Bank of America retainsthe title as the leading US banking brand for the fourth consecutive year, and is ranked fifth position overall, boasting a value of USD37.3 billion. Meanwhile, Wells Fargo, positioned sixth overall, is narrowing the margin with its American competitor, marking a 9% increase to achieve a brand value of USD35.8 billion.
"As the world’s top banking brands reach new heights, China's mega-banks continue to dominate at the top of the brand value ranking. Another key insight from our 2024 data is that local banks increasingly outshine their larger counterparts in brand strength. Dominant brands thrive in singular markets with limited competition, while banks expanding into multiple markets may successfully augment their brand value but risk diluting brand strength."
David Haigh, Chairman & CEO, Brand Finance
Brand Finance’s research indicates that local and regional banks are performing as well as – and, in many cases, outperforming – global banks in terms of positioning their brand in the hearts and minds of customers. Indonesia’s BCA is the world’s strongest banking brand with a Brand Strength Index score of 93.8/100 and elite AAA+ rating. Three African brands, Equity Bank, First National Bank, and Kenya Commercial Bank, as well as Romanian Banca Transilvania all rank amongst top 5 strongest brands globally, earning AAA+ ratings.
Only 11 of the top 50 countries experienced decreases in aggregate value, led by Russia (69%), Malaysia (20%), and Nigeria (14%). Unsurprisingly due the international sanctions imposed on Russia, the country’s two largest bank brands – VTB and SBER – have suffered the biggest falls in brand value by percentage, with 91% and 63% plunges, respectively.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance for more than 25 years, Brand Finance evaluates the strength of brands and quantifies their financial value to help organizations of all kinds make strategic decisions.
Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 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 over 5,000 brands, surveying more than 150,000 respondents across 38 countries and 31 industry sectors. Combining perceptual data from the Global Brand Equity Monitor with data from its valuation database enables Brand Finance to arm brand leaders with the data and analytics they need to enhance brand and business value.
Brand Finance is a regulated accountancy firm, leading the standardization 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.
