Battered by the cratering mortgage market and beset by harrowing losses and liquidity concerns, the financial sector managed to hold its own in the branding arena in the 12 months ended in June. Thirteen of the top 100 global brands in 2008 were financial companies, according to an Interbrand study. Their rankings were: American Express, #15; Citigroup, #19; HSBC, #27; Merrill Lynch, #34; JPMorgan Chase, #37; Goldman Sachs, #38; UBS, #41; Morgan Stanley, #42; AIG, #54; AXA, #55; Allianz, #82; ING, #86; and VISA, #100.

The study analyzed the influence of branding on company financial performance from June 2007 to June 2008. “Those financial services companies with a broader footprint in emerging markets and diverse portfolios” outperformed the rest of the pack in the sector, says Andy Bateman New York CEO of Interbrand.

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