Depending on which branding survey you believe, consumers view global banking giant HSBC as either one of the world's top corporate brands or have little opinion of it at all.

In a recent report from the New York marketing research firm Millward Brown, HSBC was deemed the world's 28th most-valuable corporate brand, the highest rank of any bank with global operations. It also ranked No. 20 among all global brands in a report issued this year by Brand Finance, a British firm. 

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