Bancos Challenger fez avanços significativos no ranking deste ano, construindo com sucesso a confiança do cliente em um ambiente digital, enquanto as marcas européias sofreram um ressurgimento. Os dados referenciados neste artigo são provenientes diretamente do
This article was originally published in the Brand Finance Banking 500 2025 report. Data referenced in this article is sourced directly from the Relatório. conseguiu um aumento de dois dígitos. Após alguns anos sem brilho de cerca de 2%, o valor total da marca da lista de 2025 aumentou 13% - a maior taxa de expansão desde 2019, quando cresceu 15%. O valor total da marca agora é de US $ 1,6 trilhão. “Mas, a longo prazo, o valor da marca está sendo conduzido por uma corrente acelerada de quatro fatores-chave: regulamentação, inovação digital, ênfase aumentada na renda baseada em taxas versus margens de juros e um foco na construção da marca para manter uma vantagem competitiva.”
Editorial Contributor,
Brand Finance Journal
For the fourth year running, the aggregate brand value of the Top 500 Banking Brands has registered growth, but it’s the first time in those four years that the ranking has managed a double-digit increase. After a few lacklustre years of around 2% rise, total brand value of the 2025 list has swelled by 13% – the highest expansion rate since 2019 when it grew by 15%. The total brand value now stands at $1.6 trillion.
“The high interest environment seen in many major economies has undoubtedly contributed to brand value growth, and more generally profit and share price value growth in 2024,” says Annie Brown, valuation director at Brand Finance. “But longer term, brand value is being driven by an accelerating undercurrent of four key factors: regulation, digital innovation, increased emphasis on fees-based income versus interest margins, and a focus on brand building to hold a competitive edge.”
Brown relata uma multidão de estratégias e táticas para aumentar a marca e reprimir a confiança dos seguintes, 110), relatando uma multidão de estratégias e táticas para aumentar a marca e a confiança. "É emocionante ver quanta inovação existe nesse espaço. Desde melhorias da experiência do cliente ativadas digitalmente na mídia de massa, ou 'acima da linha', campanhas para inclusão financeira, as marcas bancárias estão trabalhando duro para manter a confiança dos clientes", diz ela. Por exemplo, as duas marcas que mais crescem em porcentagem deste ano são Neobanks: Revolut, que subiu 795% para atingir uma avaliação de US $ 1,9 bilhão; e Nubank, que cresceu 195%, para US $ 4,0 bilhões. Agora é a quarta maior marca bancária da América Latina, expandindo rapidamente sua base de clientes no mercado interno, bem como na Colômbia e no México. Ele saltou 327 pontos devido ao forte crescimento da receita e expansão do cliente, além de uma classificação de força da marca atualizada de A+ para AA. O Banco obteve ganhos no final de um investimento significativo de marketing e sua campanha "Future of Money", lançada em 17 mercados e já passou a TV, impressa, social, rádio e canais fora de casa. Conecte-se com o público direcionado em escala ”, diz Antoine Le Nel, que foi promovido a diretor de crescimento e marketing da Revolut em meados de 2024.
Rise of the neobanks
Continuous innovation is becoming increasingly important to stay competitive, as digital-first challenger banks continue to move up the ranks. For example, the two fastest growing brands by percentage this year are neobanks: Revolut, which surged 795% to reach a $1.9 billion valuation; and Nubank, which grew 195% to $4.0 billion.
Impressively, Brazil’s Nubank climbed 83 positions to 90th place, entering the top 100 for the first time. It’s now the fourth biggest banking brand in Latin America, rapidly expanding its customer base domestically, as well as in Colombia and Mexico.
Joining the top 500 for the first time just two years ago, Revolut now sits in 144th position. It jumped 327 spots due to strong revenue growth and customer expansion, as well as an upgraded brand strength rating from A+ to AA. The bank made gains on the back of significant marketing investment and its ‘Future of Money’ campaign, which launched across 17 markets and spanned TV, print, social, radio, and out-of-home channels.
“In 2024, we invested heavily in making Revolut a household name through multiple large-scale brand campaigns, a strong presence in key travel hubs and engaging major consumer events in France, Spain, the UK and Hungary, enabling us to connect with targeted audiences at scale,” says Antoine Le Nel, who was promoted to Revolut’s chief growth and marketing officer in mid-2024.
No ano passado, o banco do Reino Unido sediou "os revolucionários", um evento de marco celebrando seus 50 milhões de clientes - "um dos nossos maiores momentos", diz Le Nel. A experiência exclusiva do cliente de dois dias foi projetada para aprofundar o engajamento e agradecer aos clientes. “O evento estabeleceu um novo precedente na indústria, demonstrando nossa dedicação a colocar nossos clientes no centro de tudo o que fazemos”, acrescenta ele. Dispostos a pagar, não porque eles precisam, mas porque isso realmente facilita sua vida.
In another meteoric leap, Dutch challenger bunq has entered the ranking for the first time, jumping in at 309th place and joining national heavyweights ING, Rabobank and ABN Amro.
“We want to build a bank that people love to use and are willing to pay for, not because they have to but because it truly makes their life easy. As such, brand value is about the real impact we make through our products and features,” says Bianca Zwart, chief strategy officer at bunq.
O banco organiza eventos ao vivo para revelar seus recursos mais recentes. Os usuários voam para Amsterdã de toda a Europa para as atualizações, que têm sido fundamentais na construção de uma comunidade de usuários forte e engajada há mais de uma década, de acordo com o Zwart. “Quando o banco central europeu começou a aumentar as taxas de juros, passamos esse benefício para os usuários em nossos mercados principais. Os clientes foram atraídos pela promessa clara e depois vimos outros benefícios ao usar o produto”, explica ela. "Além disso, bancos maiores com bolsos profundos prosperarão com novas inovações digitais para melhorar a eficiência e reduzir os custos, além de melhorar a experiência do cliente e criar lealdade à marca", diz ela. “Isso significa que os bancos regionais menores podem cair no caminho se eles lutam para acompanhar a taxa de inovação no topo do mercado.”
bunq’s most successful campaign in 2024 was the launch of a 3.36% bonus savings rate for new customers in July. “When the European Central Bank started raising interest rates, we passed that benefit on to users in our core markets. Customers were attracted by the clear promise and then saw other benefits when using the product,” she explains.
Brown believes that digitally native banks will continue to perform well. “Additionally, larger banks with deep pockets will thrive with new digital innovations to enhance efficiencies and lower costs, as well as improve customer experience and build brand loyalty,” she says. “This means that smaller, regional banks may fall to the wayside if they struggle to keep pace with the rate of innovation at the top of the market.”
Tabela superior dos credores chineses
Houve pouco movimento no ápice do ranking de 2025. Os quatro megabanks chineses consolidaram suas posições de liderança, com o Banco Industrial e Comercial da China (ICBC) permanecendo a marca principal do nono ano consecutivo. É também a principal marca em bancos comerciais, uma posição que ocupou por mais de uma década e colocada no top 10 para banco de investimento e banco de varejo. 2024.
ICBC, which celebrated its 40th anniversary in 2024, expanded its brand value by 10%, to $79.1 billion. It’s also the foremost brand in commercial banking, a position it has held for more than a decade and placed in the top 10 for investment banking and retail banking.
In the face of the severe and complex external environment over the past year, the Chinese megabank focused on bank-wide services for its five priorities: technology finance, green finance, inclusive finance, pension finance and digital finance, according to its interim results briefing in August 2024.
China Construction Bank (CCB), Banco Agrícola da China e Banco da China mantiveram o segundo, terceiro e quarto lugares, todos com taxas de crescimento de dois dígitos. O China Merchants Bank permaneceu no top 10 global, apesar de registrar apenas 6% de crescimento no valor da marca. Dos 68 que estavam no ranking do ano passado, apenas 20 viram um aumento no valor da marca. O Cathay United Bank de Taiwan liderou o pacote, com um aumento de 102% na avaliação, e saltou 67 lugares para 186º. Os nomes chineses compunham 10 dos 20 principais caídos em porcentagem, incluindo o Bank of Zhengzhou, o China Bohai Bank, com sede em Tianjin, e o Banco Comercial Rural Chongqing. Marcas como CCB e ICBC continuam a ter excelentes percepções, lealdade e reputação.
The total value of the 71 Chinese brands (including Hong Kong and Taiwan) grew by only 6% in 2024, yet this still contributed $26.7 billion additional value to the ranking. Of the 68 that were in last year’s ranking, only 20 saw an increase in brand value. Taiwan’s Cathay United Bank led the pack, with a 102% rise in valuation, and jumped 67 places to 186th.
While eight of the top 10 Chinese banks increased their brand value, institutions lower down the ranking have seen significant contractions. Chinese names made up 10 out the top 20 fallers by percentage, including Bank of Zhengzhou, Tianjin-based China Bohai Bank and Chongqing Rural Commercial Bank.
According to Brown, scale continues to be a key factor in driving the high valuations of Chinese banking brands, as the larger banks continue to expand into international markets, targeting expats and international business facilitation.
“Domestically, brands like CCB and ICBC continue to have excellent customer perceptions, loyalty and reputation. This is aided further by their heavy focus into innovative digital technologies, which is one of the most important drivers of choice among Chinese consumers when considering a bank, more so than in any other region,” Brown says.
Os EUA também viram crescimento agregado suave, com as 75 marcas bancárias dos EUA (incluindo Porto Rico) vendo um aumento de 8%, para atingir US $ 359,7 bilhões. Mais da metade dos 70 bancos que também estavam no ranking anterior aumentou o valor da marca. Ele aumentou seu valor de marca em 21% em 2024, para US $ 45,0 bilhões. Mantendo sua posição global de quinto, também coloca as 10 principais marcas em bancos de varejo, bancos comerciais e bancos de investimento. Chase registrou um salto de 23% no valor da marca contra o aumento anêmico de 1% da Wells Fargo. O Citi e o J.P. Morgan mantiveram oitavo e o nono pontos, respectivamente. Esta é uma reviravolta impressionante em comparação com o crescimento de 2,4% observado na classificação do ano passado.
Bank of America (BofA) has retained its position as the premier US banking brand for the fifth year in a row. It grew its brand value by 21% in 2024, to $45.0 billion. Maintaining its global position of fifth, it also places in the top 10 brands in retail banking, commercial banking and investment banking.
Chase overtook Wells Fargo to reach sixth place – the only change in the global top 10 positioning. Chase recorded a 23% jump in brand value versus Wells Fargo’s anaemic 1% increase. Citi and J.P. Morgan have retained eighth and ninth spots, respectively.
Europe’s rebound
After several years in the doldrums, the 125 European banking brands appearing in the top 500 have seen an 24% aggregate increase in brand value, the biggest regional rise. This is an impressive turnaround compared to the 2.4% growth seen in last year’s ranking.
A maioria dos bancos na região viu um crescimento sólido - apenas 18 dos 118 que apareceram no ranking de 2024 registraram uma queda no valor da marca. Banco. O Banco do Reino Unido, que celebra o 160º aniversário deste ano, expandiu seu valor de marca em 39%, para US $ 27,8 bilhões. Ele também coloca as 10 principais marcas em bancos comerciais e bancos de investimento. Ele expandiu seu valor de marca em 47%, para quase US $ 8,0 bilhões, a terceira maior taxa de crescimento entre os 50 principais. “Essa estrutura serve como uma bússola estratégica, orientando o realinhamento de nossa identidade de marca. Garante que todos os pontos de contato do cliente ressoem com os valores de nossa marca e capacitem nossos funcionários a oferecer experiências excepcionais e centradas no cliente em suas interações diárias”, explica o RETRUTMENTE DO RELATUMENTO DO A REUMENTO DO DOUSTEME DOUSPEMENTE DO DOUSPEMENTE DO DOUSPEMENTE DO DOUSPEMENTE DO DOUSPEME. Embaixadores. Plataformas. “Esse avanço tecnológico não apenas aumenta nossa eficiência, mas também nos permite promover diálogos mais personalizados e relevantes com nossos clientes”, diz ele. "Nós nos concentramos na criação de conexões autênticas por meio de eventos, interações de ramificação e consultores dedicados. Ao garantir que nos envolvamos com nossos clientes nos pontos de contato certos, ajudamos -os a se sentirem pessoalmente valorizados e compreendidos", diz Alexander. “Essa abordagem holística combina a eficiência das soluções digitais com o calor das interações humanas, reforçando nosso compromisso de confiar em um cenário digital cada vez mais complexo.” “Nossos clientes vivem uma vida globalmente conectada, para que eles precisem de um banco em que possam confiar e isso se move com eles. Então, isso começa com a escuta - estamos em contato diário com nossos usuários e construir a experiência em torno de suas necessidades, para que possam dar confiança onde quer que estejam”, diz ela. "À medida que o mundo se torna cada vez mais digital, os consumidores querem saber que seu dinheiro e dados são seguros. No Revolut, a segurança não é apenas uma camada - é incorporada em nosso DNA", diz ele. Contar histórias ”. "Os bancos devem olhar para onde não operar, bem como onde operar e transformar sua posição como utilidade em um consultor de confiança essencial", diz ela. "Alguns estão focados em serviços de consultoria e alto toque, onde os clientes desejam gastar tempo recebendo os conselhos certos e precisam de soluções e consultores confiáveis. Além disso, muitos estão explorando consultores de Ai-i-iabled e insights de clientes incorporados em plataformas digitais, uma avenida potencialmente emocionante", diz Brown. “Usando marketing emotivo atraente para o lado humano do dinheiro parece ser uma abordagem bem -sucedida. Por exemplo, estamos vendo bancos utilizar patrocínios esportivos para continuar a promover um senso de envolvimento da comunidade e incorporar confiança em futuros clientes em potencial.”
In the country table, UK overtook Canada to place third with a 27% increase in total brand value, while Portugal saw the biggest surge (123%) of the top 50 countries, adding two new banks Banco Montepio and Novo Banco.
HSBC remains the biggest banking brand in Europe, a position it has held for more than a decade, and places 11th in the global ranking. The UK bank, which celebrates is 160th anniversary this year, expanded its brand value by 39%, to $27.8 billion. It also places in the top 10 brands in commercial banking and investment banking.
After a six-year hiatus, Deutsche Bank is once again among the top 50 banking brands, moving up 14 places to 48th. It expanded its brand value by 47%, to almost $8.0 billion, the third highest growth rate among the top 50.
According to Tim Alexander, Deutsche Bank’s chief marketing officer, the German institution’s most significant initiative has been the implementation of a comprehensive global brand and purpose framework. “This framework serves as a strategic compass, guiding the realignment of our brand identity. It ensures that all customer touchpoints resonate with our brand values and empowers our employees to deliver exceptional, customer-centric experiences in their daily interactions,” he explains.
A key milestone for Deutsche Bank in 2024 was the recruitment and empowerment of 3,700 colleagues to act as purpose ambassadors.
Digital engagement
Whether an incumbent or challenger brand, banks will need to navigate business and technology transformation, as well as build customer trust in an increasingly digital environment.
In response to the growing importance of digital channels, Alexander says that Deutsche Bank is committed to delivering a “seamless, compelling, and consistent brand experience” across all platforms.
The institution is also leveraging artificial intelligence to streamline the production of creative assets, making client processes faster and more cost effective. “This technological advancement not only enhances our efficiency but also enables us to foster more personalised and relevant dialogues with our customers,” he says.
He is mindful that genuine human experiences are crucial for building trust. “We focus on creating authentic connections through events, branch interactions, and dedicated advisors. By ensuring that we engage with our customers at the right touchpoints, we help them feel personally valued and understood,” says Alexander. “This holistic approach combines the efficiency of digital solutions with the warmth of human interactions, reinforcing our commitment to trust in an increasingly complex digital landscape.”
bunq’s Zwart believes that trust is earned through being reliable, transparent and giving people full control over their money. “Our customers live a globally connected life, so they need a bank they can rely on and that moves with them. So it starts with listening – we are in daily contact with our users and build the experience around their needs, so they can bank with confidence wherever they are,” she says.
According to Le Nel, Revolut champions transparency and security, which is vital for building trust. “As the world becomes increasingly digital, consumers want to know that their money and data is secure. At Revolut, security isn’t just a layer – it’s embedded in our DNA,” he says.
While expansion remains a priority in 2025, Revolut’s focus has shifted toward increasing awareness of its diverse product offerings and creating a stronger bond with its customers, with a strong emphasis on “emotional storytelling”.
While many brands are concerned about losing closeness with customers, as banking interactions are increasingly digital and tech platforms are mopping up traditional banking real estate, Brown sees this as an opportunity to reset priorities. “Banks should look at where not to operate as well as where to operate and transform their position as a utility into an essential trusted advisor,” she says.
She points to moves by brands to address these issues. “Some are focusing on advisory and high-touch services where customers want to spend time getting the right advice and need reliable solutions and advisors. Additionally, many are exploring AI-enabled advisory and client insights built into digital platforms, a potentially exciting avenue,” Brown says. “Using emotive marketing appealing to the human side of money appears to be a successful approach. For example, we are seeing banks utilise sports sponsorships to continue to foster a sense of community engagement and to embed trust in future potential customers.”
