The bank in our survey with the best reputation among its own customers is Union Bank, the main operating subsidiary of the $97 billion-asset UnionBanCal in San Francisco.

The West Coast regional has paid special attention to reputation management since 2011, when it conducted its own benchmark study of perceptions held by five key stakeholder groups. (A sixth group, government officials, was added to the bank's 2013 study, which will be conducted this summer and will show executives where they have made progress and where they need more focus.)

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