Looking at banking brands, one might ask whether the current financial crisis has so shaken our confidence that their loftier promises are no longer credible or even relevant. Regaining basic trust is the overriding challenge, but what is the prognosis for the long-term value of these brands?
Although bank stocks have lost enormous value over the past year, it is less clear that bank brands have suffered to the same extent. To explore this, my company took a sample of 23 leading financial services firms and looked at their one-year performance trends through three different lenses: stock value change, brand value change per Financial Times' Top 100 Brands list, and underlying brand-health trends from a study we conducted with our proprietary brand tracking data. The combination yields both expected and unexpected results.