CommBank Australia's top banking brand, finds 2015 list

Latest Brand Finance 500 league table shows Commonwealth Bank taking the top spot back from ANZ after a two-year hiatus

Commonwealth Bank has reclaimed the top spot on this year’s Australian Brand Finance banking 500 league table from rival organisation, ANZ, after a two-year hiatus.

The latest list found Australian banks had a strong year for brand value, growing by 14 per cent year-on-year with a cumulative value of US$33.4bn. Commonwealth Bank led the way with a 37 per cent increase in brand value to US$7.5 billion (AUD$9.2bn), followed by ANZ, with growth of 8 per cent and a brand value of US$6.7bn.

ANZ had held the number one position on the Australian brand list for two years. The two banks were ranked 29th and 38th on the global list, respectively. They were followed in Australia by Westpac (third in Australia, 45th worldwide), NAB (fourth in Australia, 49th worldwide) and Macquarie (fifth in Australia, 82nd worldwide).

St George also made its first appearance on the top 100 list with 20 per cent growth in brand value of just under US$2bn.

There were some losers, however, and three of Australia’s 16 banks - MLC, Yorkshire Bank and Clydesdale Bank - all recorded a brand decrease of between 13-14 per cent.

“Overall, the Australian banks have performed exceptionally well and achieved outstanding results,” Brand Finance Australia managing director, Mark Crowe, said. “Increased brand strength will enable the banks to remain very competitive through building loyalty and minimising customer churn.”

Worldwide, Wells Fargo was the most valuable bank brand, chalking up 15 per cent year-on-year growth to a total brand value of US$34.9bn. Other strong US performers included Citi and Chase with 7 per cent brand growth apiece, while Bank of America, Goldman Sachs and JP Morgan all saw their brand value decrease over the same period.

In second place on the global list was Chinese bank, ICBC, with a brand value of US$27.5bn, followed by HSBC (US$27.3bn), China Construction Bank (US$26.4bn) and Citi (US26.2bn).

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...

Drishti Khurana

7 innovative brand chatbots

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in