American Express was crowned the No. 1 financial services brand for 2012 by Interbrand this week.
Too bad American Express didn’t even crack the Top 20 among the Top 100 global brands.
In ranking No. 1 among financial services brands, Amex came in at No. 24 among all brands. (Coca-Cola was the No. 1 global brand for the 13th consecutive year, in case you were wondering.)
The Interbrand ranking scores brands based on their cumulative value that includes financial performance, the role the brand plays in influencing the choices made by consumers, and the brand’s ability to help its parent’s earnings. American Express’s brand is estimated to be worth $15.7 billion, up 8% from its 2011 value.
2012 TOP GLOBAL FINANCIAL SERVICES BRANDS
| Rank | Brand | Overall Rank | YOY Change |
| 1 | American Express | 24 | 8% |
| 2 | SAP | 25 | 8% |
| 3 | J.P. Morgan | 32 | -8% |
| 4 | HSBC | 33 | -4% |
| 5 | Thomson Reuters | 44 | -11% |
| 6 | Goldman Sachs | 48 | -16% |
| 7 | Citi | 50 | -12% |
| 8 | Morgan Stanley | 54 | 9% |
| 9 | AXA | 58 | 1% |
| 10 | Visa | 74 | 10% |
| 11 | Santander | 76 | -6% |
| 12 | MasterCard | 94 | new |
| 13 | Credit Suisse | 95 | -5% |
| AVERAGE | -2.2% |
Download a free report on the Top 100 ranking here.
Related posts:
- American Express Top Financial Services Brand, Again
- What resources should I as a reporter/ analyst/ student-at-large go to for explaining how credit unions are disrupting financial services brand ROI / ad spend
- The Top 100 Financial Services Brands in the World
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