Bank and CU Brand Leaders Identified

July 7, 2008: Bancography, a financial services consulting firm, announced today the findings of its 2008 Bancography Brand Value Index, a comprehensive ranking of all U.S. bank and credit union brands.

The index, which also includes categorical rankings by asset size, market area and institution type, ranks brands by the premium they contribute to each financial institution's underlying tangible value. In calculating brand value, Bancography quantifies the proportion of each institution's long term value that is attributable to the intangible factors that constitute an institution's brand. These factors include the institution's reputation, service quality, image and market awareness. The brand value index identifies institutions that produce financial results beyond what their capital base, market conditions, and competitive environments would predict.

The top ranking major bank brands: Assets > $30 billion
  1. Wells Fargo Bank (MN)
  2. U.S. Bank (MN)
  3. The Northern Trust Company (IL)
  4. Union Bank of California
  5. PNC Bank (PA)
  6. Manufacturers and Traders Trust Company(NY)
  7. Comerica Bank (TX)
  8. Bank of America (NC)
  9. Branch Banking and Trust Company  (NC)
  10. JPMorgan Chase Bank (NY)
Assets $2 billion - $30 billion
  1. Woodforest National Bank (TX) 
  2. Westamerica Bank (CA)
  3. City National Bank (CA)
  4. City National Bank of West Virginia
  5. Nevada State Bank Trust Company (NY) 
  6. First Interstate Bank (MT)
  7. S&T Bank (PA) 
  8. The Frost National Bank (TX)
  9. Commerce Bank (MO)
  10. Amarillo National Bank (TX)

Mid-sized banks with leading brands include: First National Bank of Texas, Armed Forces Bank (KS), and The Citizens Bank (NM).

Among large credit unions (assets of at least $1 billion):

  1. Mountain America Credit Union (MT)
  2. Arrowhead Credit Union (CA)
  3. JSC Credit Union (TX)
  4. University of Wisconsin
  5. Police & Fire (PA)

Top ranking small credit unions include:

  1. ASI Federal Credit Union (LA),
  2. Trona Valley Community Credit Union (WY)
  3. First Community Credit Union of Houston.

The leading brands show consistently strong earnings performance and the ability to grow deposits without paying above-market rates. John Mathes, Bancography's director of brand strategy notes, "In the banking industry, product offerings are often very similar among competitors, so it is paramount for financial institutions to build differentiating brands." Mathes adds, "The Bancography Brand Value Index measures which institutions have successfully differentiated themselves, in terms of image, service quality and the other intangible factors that bond consumers to their financial providers."

Bancography, based in Birmingham, Alabama, provides consulting services and software tools to financial institutions in support of their branch, research, product and brand positioning strategies. To help institutions position themselves in the marketplace, Bancography's brand strategy service creates names, logos, identities and brand positions that distinctly reflect each institution's product and service proposition.

For the complete list of leading institutions, or for any questions about the Bancography Brand Value Index visit www.bancography.com.

SOURCE Bancography

Posted by Mark Rodrigues at 7/7/2008 3:50 PM
Categories: Customer Satisfaction, Management
 

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