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1、China Banking Brand Research 2024 December 2024Brand Finance China Banking Brand Research 2 2024 All rights reserved.Brand Finance Plc.ContentsAbout Brand Finance 3Background 6Summary Findings 7Brand Research Insights|B2C 9Brand Research Insights|B2B 18Our Services 28Our teams have experience across

2、 a wide range of disciplines from marketing and market research,to brand strategy and visual identity,to tax and accounting.Unique combination of expertiseBrand Finance,a chartered accountancy firm regulated by the Institute of Chartered Accountants in England and Wales,is the first brand valuation

3、consultancy to join the International Valuation Standards Council.Our experts crafted standards(ISO 10668 and ISO 20671)and our methodology,certified by Austrian Standards,is officially approved by the Marketing Accountability Standards Board.Priding ourselves on technical credibilityWe put thousand

4、s of the worlds biggest brands to the test every year.Ranking brands across all sectors and countries,we publish over 100 reports annually.Quantifying the financial value of brandsBrand Finance was set up in 1996 with the aim of bridging the gap between marketing and finance.For more than 25 years,w

5、e have helped companies and organisations of all types to connect their brands to the bottom line.Bridging the gap between Marketing and FinanceAbout Brand FinanceThe worlds leading brand valuation consultancyFor business enquiries,please contact:Scott ChenManaging Director,CFor media enquiries,plea

6、se contact:Martin ShiManaging Director Assistant,CFor all other enquiries:+44 207 389 Gain InsightLeverage strategic insights to enhance your brands financial standing.Strategise effectively to position your brand as a market leader.Strategic GuidanceBenchmark your brand against industry standards f

7、or a competitive edge in the corporate landscape.Benchmark Your PerformanceEmpower your marketing team with comprehensive knowledge about your brands financial value.Empower Your Marketing TeamOptimise communication channels by understanding and articulating your brands financial significance.Enhanc

8、e CommunicationDeepen your financial acumen and make well-informed decisions for corporate success.Deepen UnderstandingRequest your own Brand Value ReportBrand Finances Brand Value Report provides a complete breakdown of the assumptions,data sources,and calculations used to determine your brands val

9、ue,as well as brand equity research.Each report includes expert recommendations for growing brand value,driving performance,and gaining insights into your position against +6,000 brandsOriginal market research on global,market and sector leading brands.Comprehensive coverage for market specific lear

10、nings that inform decision making.41 countriesBenchmark your brand against competitors and leverage industry level insights to empower your strategy.31 sectorsRobust market representation for a global perspective.+150,000 respondentsTake a longer view to track and learn from fast growing brands,mark

11、et disrupters,and market leaders.Understand your brands standing in the market,what its known for relative to the competition,and what drives customer decision making so you can create a roadmap for success.8th consecutive yearStrategic InsightBrand Finances Global Brand Equity Monitor research util

12、ises a comprehensive framework to track and measure the core building blocks that underpin strong brands,while delivering nuanced insights that direct strategy for understanding,maintaining and building brand strength.Brands,and customer relationship with brands,are complex.As such they require atte

13、ntion,direction and measured support if theyre to fulfil their potential.Our brand equity reports deliver expert insight and recommendations to power your brand strategies and valuation.Get Full Access to our Global DataBrand Finance China Banking Brand Research 6BackgroundChinas banking sector is a

14、t a pivotal phase this year,navigating both change and continuity.Its a story of growth driven by national priorities,technological progress,and a firm commitment to sustainability.Over the past 15 years,the nations banking brands have achieved a soaring 600%growth in brand value,according to Brand

15、Finances Banking 500 2024 report.This surge reflects the tenacity and competitiveness of Chinese banks and marks a continuity in its dominance since 2017 when China overtook the USA to become the global leader in collective banking brand value.This growth story is not just about big numbers its abou

16、t the evolution of an entire financial ecosystem.The latest market research by Brand Finance focused on Chinese banking brands in 2024 reveal that state-owned commercial banks,joint-stock banks,city banks,and rural financial institutions are working together to create a more dynamic,resilient,and ad

17、aptable industry.Large commercial banks are focused on stability,technology adoption,and corporate services,while joint-stock banks stand out for their agility,customer-centric innovations,and personalised offerings.Together,theyre shaping a financial system that supports Chinas broader social and e

18、conomic development goals.Driving this transformation is a shifting regulatory landscape led by the National Financial Regulatory Administrations Five Key Areas for 2024(FinTech,Green Finance,Inclusive Finance,Pension Finance,and Digital Finance).These priorities reflect Chinas forward-looking appro

19、ach to strengthening its banking sector while technology and sustainability are at the heart of this transformation.Sustainable finance is no longer a niche initiative its a defining feature of the industry.Banks are issuing more green bonds and loans,aligning their investment strategies with Chinas

20、 carbon neutrality goals.Social inclusion is taking centre stage,with banks supporting micro,small,and medium-sized enterprises(MSMEs)and financing community development initiatives.As Chinas banking sector enters this next chapter,its future will be defined by its ability to balance local ambitions

21、 with global realities.Banks harnessing technology,meet regulatory demands,and embed sustainability at their core will be future leaders,locally and globally.Footnote:This China Banking Brand Research Report exclusively examines the Chinese banking industry,featuring recent fieldwork conducted in Oc

22、tober 2024 with a sample size of 1,500 consumers and 800 business banking customers.The report underscores the strength of large state-owned banks in Chinas banking market.However,it also highlights a fiercely competitive landscape,in which commercial banks are increasingly challenging their state-o

23、wned counterparts across a number of key metrics.Brand Finance China Banking Brand Research 7Summary FindingsThe Chinese banking sector remains dominated by state-owned banks across both Business-to-Consumer(B2C)and Business-to-Business(B2B)markets,leading in familiarity,and usage.However,joint-stoc

24、k commercial banks such as China Merchants Bank,China CITIC Bank,and China Minsheng Bank are gaining ground,consistently ranking among top performers in key brand metrics and challenging state-owned banks for leadership positions.Trustworthiness is the key driver for B2C consumers,while perceived le

25、adership within the industry influences B2B decisions.State-owned banks dominate both measures,but commercial banks like China Merchants,China CITIC Bank,and Minsheng Bank have established strong positions.Consumers also regard joint-stock commercial banks as more innovative,with China Merchants Ban

26、k and China CITIC Bank excelling in this area.Under the dual drive of digital technology and ESG principles,Chinas banking industry is entering a comprehensive and profound transformation period.State-owned large banks and commercial banks are working together,aiming to provide more diversified,refi

27、ned,and personalised financial services to a wide range of customers by skilfully balancing traditional businesses with cutting-edge innovations.Faced with external challenges such as geopolitical uncertainty and real estate market adjustments,Chinas banking industry has shown strong resilience and

28、adaptability,and is expected to maintain a stable development trend.In this process,Chinas banking industry not only continuously improves service quality and efficiency,but also actively responds to the call of the state,solidly does the Five Key Areas,and contributes to the high-quality developmen

29、t of Chinas economy.Scott ChenManaging Director,Brand Finance ChinaDigitalisation and ESG adoption fuel Chinas banking sector transformation +Digital innovation is a driving force of growth among Chinese banks +State-owned banks lead in trust,while commercial banks build credibility through innovati

30、on and customer focus +High customer satisfaction boosts loyalty and profitability,with smaller banks excelling in tailored services and innovation +Innovation is a catalyst in Chinas banking sector +Simplifying banking:Enhancing customer experience through digital solutions+Elevating customer servi

31、ce in the digital banking era +A sustainable future:ESG is a growth pillar in Chinese banking sector Brand Finance China Banking Brand Research 9Brand Research Insights|B2CDecoding Chinas banking brands:The power of familiarity,consideration,and usageChinas banking landscape is shaped by a mix of st

32、ate-owned giants and leading commercial banks,each striving for greater consumer recognition and engagement.The relative brand presence of major banks in China is best understood through a sequential framework:brand familiarity(how well-known they are),consideration(how likely consumers are to choos

33、e them),and Usage(the extent of customer engagement).In the chart below we have summarised two of these dimensions of brand presence Familiarity at the start of the journey and Usage which reflects the ultimate goal.We can see a strong correlation between these two measures.Familiarity x Usage Brand

34、 Finance Plc 2024UsageFamiliarity0%25%5%30%10%35%15%40%20%50%75%55%80%60%85%65%90%70%95%ICBCChina Construction BankAgricultural Bank Of ChinaChina Merchants BankBank of ChinaPostal Savings BankPing An BankBank of CommunicationsChina CITIC BankIndustrial BankShanghai Pudong Development BankChina Mins

35、heng BankChina Everbright BankChina Guangfa BankHua Xia BankBrand Finance China Banking Brand Research 10State-owned banks,including ICBC,China Construction Bank,Agricultural Bank of China,and Bank of China,dominate the landscape due to their high levels of familiarity,which successfully translate i

36、nto strong consideration and ultimately extensive customer usage.Among these,China Construction Bank stands out for its strategic focus on digital banking services,which cater to the diverse needs of urban and rural customers.By continuously innovating in its digital offerings,CCB has been able to d

37、rive higher engagement and solidifying its market leadership.China Merchants Bank stands out as the only joint-stock commercial bank that competes on equal terms with state banks in terms of brand presence.Postal Savings Bank,Bank of Communications,and Ping An Bank occupy a middle ground.While these

38、 banks are widely recognised and benefit from strong familiarity,they face challenges in converting consideration into consistent usage,highlighting potential gaps in customer engagement and retention strategies.Brand Research Insights|B2CBrand Finance China Banking Brand Research 11Drivers for Cons

39、ideration Brand Finance Plc 2024TrustworthyConveniently located ATMs and BranchesGreat value for moneyEasy to deal withHave a great rewards programmeExcellent online or mobile bankingMakes banking simplerHas strong financial backingGreat customer serviceEfficient and reliable payment solutionsGood r

40、ange of products to choose fromFair to customersTransparent rates and feesActs sustainably and ethicallyOffer personalised financial adviceWidely availableKeeps customers data completely secureInnovative05101520What factors drive consumer choice in the B2C banking sector?Key factors influencing cons

41、umer choice in the B2C banking sector include trustworthiness,convenient access to ATMs and branches,and excellent value for money.Trustworthiness remains a critical driver,as customers prioritise banks that demonstrate reliability,transparency,and robust security measures to safeguard their financi

42、al interests.The strategic location of ATMs and branches also plays a vital role,particularly in ensuring accessibility and ease of service.Banks that offer widespread,conveniently placed touchpoints are more likely to appeal to consumers seeking quick and hassle-free financial transactions.Addition

43、ally,delivering great value for money continues to be a significant consideration.Competitive interest rates,low service fees,and rewarding customer loyalty programmes are essential in attracting and retaining customers who demand financial products and services that align with their budgets and exp

44、ectations.Together,these factors form the cornerstone of consumer decision-making,influencing how banks position themselves to capture and maintain their market share in the B2C sector.19.012.611.78.27.46.96.86.35.34.93.52.21.41.20.90.70.60.4Brand Research Insights|B2CBrand Finance China Banking Bra

45、nd Research 12Performance of Different Banks in Terms of Trust Brand Finance Plc 2024010203040ICBCBank of ChinaChina Construction BankAgricultural Bank Of ChinaPostal Savings BankBank of CommunicationsChina Merchants BankChina Minsheng BankChina CITIC BankIndustrial BankChina Everbright BankShanghai

46、 Pudong Development BankHua Xia BankChina Guangfa BankPing An Bank39%35%34%33%32%27%25%24%24%23%22%22%21%21%19%Which banks rank highest for trustworthiness in China?Customers in China typically place their trust in state-owned banks,which benefit from majority government ownership.These institutions

47、 are widely regarded as stable and reliable,thanks to their government backing,extensive experience,and established reputations.Unsurprisingly,the six state-owned banksICBC,Bank of China,China Construction Bank,Agricultural Bank of China,Postal Savings Bank,and Bank of Communicationsdominate the ran

48、kings for trustworthiness.Complementing these state-owned giants are commercial banks such as China Merchants Bank,China Minsheng Bank,China CITIC Bank,and Industrial Bank,which have also secured positions within the top 10 for trust.Their inclusion underscores their commitment to enhancing reliabil

49、ity through innovative services and a customer-centric approach.This dual strategy enables them to solidify their presence in Chinas highly competitive banking landscape.For instance,China CITIC Bank has distinguished itself by launching initiatives such as the Financial Literacy Campaign and Consum

50、er Rights Protection Education Month.These programmes leverage AI-driven interactions and engaging short videos to educate consumers on financial literacy and fraud prevention,reinforcing the banks dedication to customer security.Such initiatives not only resonate with consumers but also fortify tru

51、st in China CITIC Banks reliability.By prioritising trust,Chinese banks secure their competitive edge in a market where stability and security remain critical drivers of customer consideration.Brand Research Insights|B2CBrand Finance China Banking Brand Research 13Overall Satisfaction Brand Finance

52、Plc 20240 10 4020 503060ICBCBank of ChinaChina Construction BankChina CITIC BankChina Minsheng BankHua Xia BankBank of CommunicationsPing An BankShanghai Pudong Development BankPostal Savings BankIndustrial BankChina Merchants BankAgricultural Bank Of ChinaChina Guangfa BankChina Everbright Bank58%5

53、8%57%56%53%52%52%49%48%47%45%45%43%42%39%How are banks driving customer satisfaction and loyalty?Customer satisfaction in the banking industry is crucial for fostering loyalty,encouraging positive word-of-mouth,and ensuring repeat business.Satisfied customers are more inclined to utilise a broader r

54、ange of services,refer others,and maintain long-term relationships with their banks.This dynamic ultimately enhances profitability for financial institutions.High levels of customer satisfaction not only reflect effective service delivery but also contribute to a positive brand image and a competiti

55、ve advantage in the market.Understanding and enhancing customer satisfaction is vital for the sustained success of banks.It plays a significant role in attracting and retaining customers while maintaining a positive reputation,which is essential for the overall health of the banking industry.In Chin

56、a,while consumers predominantly use major state-owned banks for their financial needs,commercial banks have been performing relatively better in meeting customer expectations.Specifically,China CITIC Bank,China Minsheng Bank,and Hua Xia Bank have been recognised for their high levels of customer sat

57、isfaction,competing closely with larger counterparts.In 2024,China CITIC Bank boosted customer satisfaction by enhancing its digital banking services,optimising its mobile apps,and streamlining customer interactions.The banks strong financial performance,lower cost-to-income ratio,and competitive of

58、ferings contributed to customer trust and loyalty.Additionally,improvements in credit services and operational efficiency strengthened its position in a competitive market.Brand Research Insights|B2CBrand Finance China Banking Brand Research 14Innovation Brand Finance Plc 2024Ping An BankChina Merch

59、ants BankChina CITIC BankBank of CommunicationsBank of ChinaIndustrial BankChina Everbright BankChina Minsheng BankChina Guangfa BankHua Xia BankShanghai Pudong Development BankICBCAgricultural Bank Of ChinaChina Construction BankPostal Savings Bank29%28%27%26%24%23%23%23%23%22%22%21%21%20%17%0 5101

60、5202530Which banks are leading the charge in innovation?Banking innovation is driven by the demand for seamless,personalised services and the need for efficiency and compliance.Leading commercial banks in China,such as Ping An Bank,China Merchants Bank,and China CITIC Bank,exemplify how technology c

61、an enhance customer experiences and provide competitive advantages.These banks occupy the top positions in innovation rankings,reflecting their proactive approach in leveraging AI and mobile-first solutions.In contrast,four state-owned banks are perceived as less innovative,which suggests that comme

62、rcial banks are more agile in developing new products and services.Ping An Bank advanced its private banking with AI-driven tools for wealth management,including personalised investment advice and family wealth planning.It also expanded services into areas like healthcare,education,and philanthropy,

63、creating a one-stop solution for high-net-worth clients.The 1+1+N model,combining professionals,top consultants,and sector experts,was a standout innovation in improving service delivery.In July 2024,China CITIC Bank advanced its B2C initiatives with enhancements to its mobile banking platform.The a

64、pp now integrates AI-driven financial tools offering tailored savings plans and investment advice.Additionally,upgraded security features such as facial recognition and fraud detection ensured safe and efficient transactions.Brand Research Insights|B2CBrand Finance China Banking Brand Research 15Mak

65、es Banking Simpler Brand Finance Plc 20240 5 10 152025China CITIC BankChina Minsheng BankChina Construction BankChina Merchants BankICBCHua Xia BankShanghai Pudong Development BankPing An BankBank of CommunicationsChina Guangfa BankPostal Savings BankChina Everbright BankIndustrial BankAgricultural

66、Bank Of ChinaBank of China23%22%21%21%21%21%19%19%19%18%18%18%17%16%15%Which banks are simplifying the banking experience?As customer expectations continue to rise across industries,the banking sector is evolving to meet these heightened demands.Modern consumers compare their banking experiences to

67、the seamless,personalised,and efficient interactions offered by tech giants like Alibaba,setting a new benchmark for financial services.They now expect banking to be fast,simple,transparent,secure,and tailored to their individual needs.Within this competitive landscape,local commercial banks are eme

68、rging as leaders in simplifying banking processes,with China CITIC Bank and China Minsheng Bank securing the top two positions in customer rankings for this measure.These commercial banks have outperformed major state-owned banks,such as the Agricultural Bank of China and Bank of China,which rank lo

69、wer in customer satisfaction for simplifying processes.Additionally,China Construction Bank has also made notable advancements by investing in digital innovations aimed at meeting rising consumer expectations.China CITIC Bank has leveraged Large Language Model(LLM)solutions to simplify and enhance b

70、anking processes significantly.By implementing this advanced AI technology,the bank has achieved remarkable improvements across various domains.Efficiency in back-end system development and data-driven decision-making saw gains of 30%to 75%,while front-office applications,particularly wealth managem

71、ent,experienced an impressive 80%product conversion rate.Brand Research Insights|B2CBrand Finance China Banking Brand Research 16Great Customer Service Brand Finance Plc 20240 10 20 3040Bank of ChinaChina Minsheng BankICBCChina Everbright BankChina Construction BankIndustrial BankAgricultural Bank O

72、f ChinaPostal Savings BankChina CITIC BankBank of CommunicationsChina Merchants BankShanghai Pudong Development BankHua Xia BankPing An BankChina Guangfa Bank36%34%33%33%32%32%32%30%30%30%30%30%29%28%28%Are Chinese banks setting new standards in customer service?Both state-owned and commercial banks

73、 in China are perceived to perform equally well in providing exceptional customer service,with Bank of China (BOC)pulling slightly ahead to secure the top position in this category.The top 10 rankings reflect a mix of state-owned and commercial banks,showcasing a balanced effort across the sector.De

74、livering great customer service is crucial in an industry where customer acquisition costs are among the highest.Acquiring a new customer can cost five times more than retaining an existing one,making retention through superior service a cost-effective strategy.BOCs Life Ecosystem Service Platform i

75、s setting a new standard in customer service by seamlessly integrating financial and non-financial offerings,such as education and healthcare,into a single,user-friendly interface.This innovative approach not only simplifies access to essential services but also deepens customer engagement.With a 22

76、%increase in monthly active users leveraging its non-financial services,the platform exemplifies how combining convenience,and value can redefine customer experiences and position financial institutions as indispensable partners in everyday life.Brand Research Insights|B2CBrand Finance China Banking

77、 Brand Research 17ESG-Environment,Social and Governance Brand Finance Plc 2024A sustainable future:ESG is a growth pillar in Chinese banking sectorIn todays banking sector,financial success is increasingly intertwined with the ability to meet the needs of customers,employees,and society.Long-term st

78、rategies that balance these priorities not only build trust but also improve financial performance and foster sustainability.Reflecting these trends in the B2C space,major state-owned banks such as ICBC and China Construction Bank(CCB)lead in ESG sustainability metrics.Joint-stock commercial banks l

79、ike China Merchants Bank also rank highly,excelling in areas that resonate with consumer values,such as supporting socially important causes.ICBCs“Green Bank+”initiative stands as a prime example of its commitment to environmental sustainability,promoting green finance and sustainable practices.Simi

80、larly,CCB has integrated ESG risk management across its operations,implementing a“four colours and five categories”system that embeds ESG considerations into critical functions,including credit ratings,loan approvals,and risk assessments.BrandEnvironmentSocialGovernanceICBC87%89%89%China Constructio

81、n Bank86%86%86%Bank of China84%82%84%Agricultural Bank Of China83%86%87%China Merchants Bank82%82%86%Postal Savings Bank81%82%86%Bank of Communications81%83%84%Ping An Bank79%79%81%China CITIC Bank79%80%81%Shanghai Pudong Development Bank78%78%81%China Minsheng Bank77%78%78%Industrial Bank77%79%81%C

82、hina Guangfa Bank75%76%77%China Everbright Bank75%78%79%Hua Xia Bank74%76%75%Brand Research Insights|B2CBrand Finance China Banking Brand Research 18Brand Research Insights|B2BWhich banks are dominating familiarity and usage in the B2B sector?Chinas banking landscape in the B2B sector is shaped by a

83、 combination of state-owned giants and leading commercial banks,each striving to strengthen their brand presence and deepen business engagement.Tier 1 is dominated by state-owned banks such as China Construction Bank(CCB),ICBC,Bank of China,and Agricultural Bank of China,alongside China Merchants Ba

84、nk,the only joint-stock commercial bank that competes directly with these state-owned giants.These banks benefit from high familiarity,which effortlessly transitions into strong consideration and drives substantial business usage.Familiarity x Usage Brand Finance Plc 2024UsageFamiliarity0%25%5%30%10

85、%35%15%40%20%30%80%40%90%50%60%70%China Construction BankICBCBank of ChinaAgricultural Bank Of ChinaChina Merchants BankChina CITIC BankPostal Savings BankChina Guangfa BankShanghai Pudong Development BankChina Minsheng BankBank of CommunicationsPing An BankIndustrial BankChina Everbright BankHua Xi

86、a BankBrand Finance China Banking Brand Research 19Brand Research Insights|B2BTheir expansive networks,comprehensive product offerings,and established reputations make them the preferred financial partners for corporate clients.For instance,ICBCs“Chunrong Action 2024”initiative has provided over RMB

87、500 billion in financing to key foreign traders and foreign-funded companies in China during the first half of the year.By supporting integrated domestic and foreign trade,ICBC has strengthened its familiarity,which seamlessly translates into consideration and extensive usage among trade-focused bus

88、inesses.Similarly,CCBs Malaysia-China B2B Business Matching Session,held annually for five consecutive years,highlights its dedication to fostering cross-border collaboration.The 2024 session emphasised partnerships in trade,investment,and the digital economy,reinforcing CCBs familiarity,which natur

89、ally drives consideration and extensive usage among enterprises with international operations.Tier 2 includes institutions such as China CITIC Bank,which leads this group with innovative strategies to build familiarity,credibility and appeal.Other banks in this tier,including China Guangfa Bank,Bank

90、 of Communications,and Postal Savings Bank,enjoy strong brand recognition but face challenges in fully converting familiarity into consistent usage.Tier 3 comprises smaller local commercial banks,which generally struggle with lower levels of familiarity and usage in the B2B market.These banks often

91、lack the resources and reputational clout to effectively compete for large-scale corporate clients.By continually investing in initiatives that strengthen familiarity,foster consideration,and encourage usage,leading banks in the B2B sector can enhance their market leadership and cultivate deeper,mor

92、e impactful relationships with business clients.Brand Finance China Banking Brand Research 20What factors drive consumer choice in the B2B banking sector?Business customers are drawn to banks recognised as leaders or specialists within the banking sector,perceiving these institutions as experts in a

93、 wide array of services,including loans,savings,investments,and everyday financial transactions.A strong reputation for expertiseencompassing both traditional and digital bankinginstalls confidence in customers,assuring them that their financial management is secure and reliable.Leadership in the ba

94、nking industry often signifies a proven track record of stability and success,providing reassurance that the chosen institution can effectively meet diverse financial needs.Prestige also plays a significant role in consumer decision-making.Many customers prefer to associate with reputable banks that

95、 enhance their own status,particularly business owners and entrepreneurs who aim to project professionalism in their financial interactions.A bank with a robust brand image offers more than just financial services;it conveys trustworthiness and success,positively influencing the consumers reputation

96、 with clients,suppliers,and partners.Choosing a prestigious bank signals stability and reliability,making it an appealing option for those who wish to align themselves with a respected financial institution.Moreover,specialisation in business banking is crucial in shaping customer consideration.Whil

97、e many banks provide similar basic services,those that focus on business banking often distinguish themselves through their ability to offer tailored solutions.These banks deliver customised services designed to meet the unique financial needs of individuals and businesses,including exclusive financ

98、ial products,rewards programmes,and dedicated customer support.This level of specialisation fosters a more personalised banking experience,attracting consumers who appreciate bespoke solutions that align with their specific goals and preferences.Brand Research Insights|B2BBrand Finance China Banking

99、 Brand Research 21Drivers for Consideration Brand Finance Plc 2024A leader in business bankingSpecialists in business bankingA prestigious brand that uplifts the image of its customers with clients and suppliersTransaction processing is efficient and reliableIs a leader for innovative banking produc

100、ts and solutionsIs financially strong and stableHas strong financial backingGreat value for moneyTrustworthyMakes banking simpler for its customersGood range of products to choose fromGood for international business bankingKeep customers data completely secureWilling to take time to understand their

101、 customers businesses and their banking needsGreat customer serviceProvides good advisory servicesExcellent mobile/internet banking servicesIs transparent about all rates and feesWorks hard to help their customers businesses to succeedFast and easy to track transactionsOpen and honest with customers

102、Easy to deal withFast and easy to make payments05101514.09.78.47.76.35.95.65.34.94.54.43.53.53.33.02.42.11.61.51.40.60.30.3Brand Research Insights|B2BBrand Finance China Banking Brand Research 22Performance-A Leader in Business Banking Brand Finance Plc 20240 51015202530Bank of ChinaChina Constructi

103、on BankAgricultural Bank Of ChinaICBCChina CITIC BankPostal Savings BankChina Merchants BankShanghai Pudong Development BankIndustrial BankBank of CommunicationsChina Minsheng BankChina Everbright BankChina Guangfa BankPing An BankHua Xia Bank27%23%22%21%17%16%15%15%14%13%13%13%12%11%10%Which factor

104、s influence business customers consideration in choice of banking partners?For business customers,selecting a bank is largely influenced by its perceived leadership within the B2B banking sector.The key driver of consideration,“a leader in business banking,”reflects a banks expertise,reliability,and

105、 capacity to address a broad range of corporate needs.State-owned banks dominate this criterion,with Bank of China,China Construction Bank,Agricultural Bank of China,and ICBC taking the top spots.These institutions leverage their vast resources,government support,and long-established reputations for

106、 stability,making them highly attractive to large enterprises that require dependable and trustworthy financial partners.Among commercial banks,China CITIC Bank stands out as a strong competitor,securing fifth place overall.Its ability to challenge the dominance of state-owned banks highlights its p

107、osition as a trusted partner for smaller enterprises and joint ventures.Through a combination of innovation and client-centric solutions,China CITIC Bank demonstrates how commercial banks can carve out leadership positions in the competitive B2B banking landscape.Brand Research Insights|B2BBrand Fin

108、ance China Banking Brand Research 23Overall Satisfaction Brand Finance Plc 2024China Minsheng BankBank of ChinaChina Everbright BankICBCChina Construction BankAgricultural Bank Of ChinaBank of CommunicationsChina Merchants BankChina Guangfa BankChina CITIC BankPostal Savings BankPing An BankShanghai

109、 Pudong Development BankHua Xia BankIndustrial Bank57%54%52%51%51%48%43%42%42%39%33%31%30%25%20%0 10 4020 503060How are banks driving customer satisfaction?While less than 10%of business customers engage with China Minsheng Bank and China Everbright Bank for commercial banking services,these two com

110、mercial banks have achieved higher levels of satisfaction compared to most major state-owned banks.This higher satisfaction could suggest that smaller banks are more customer-centric and adaptable,providing tailored financial solutions to meet the varied needs of their business clients.Customer sati

111、sfaction is a crucial factor in the banking sector,as it directly influences retention rates,fosters positive word-of-mouth,and drives new client acquisition.Research consistently highlights a strong correlation between customer satisfaction and financial performance,with satisfied customers more in

112、clined to purchase additional products and services,thus increasing their lifetime value to the bank.Conversely,neglecting customer satisfaction can damage a banks reputation,leading clients to seek alternatives.Brand Research Insights|B2BBrand Finance China Banking Brand Research 24Makes Banking Si

113、mpler Brand Finance Plc 20240 10 20 3040China Guangfa BankICBCChina Merchants BankAgricultural Bank Of ChinaChina CITIC BankBank of ChinaChina Construction BankChina Everbright BankHua Xia BankIndustrial BankBank of CommunicationsPing An BankPostal Savings BankChina Minsheng BankShanghai Pudong Deve

114、lopment Bank31%29%25%24%23%23%22%21%21%20%19%18%17%16%14%Which banks are simplifying the banking experience?To improve customer satisfaction,leading banks are prioritising innovations that simplify banking for both individuals and businesses.Top banks such as China Guangfa Bank,ICBC,China Merchants

115、Bank,Agricultural Bank of China,and China CITIC Bank are advancing their offerings by integrating digital technologies and improving their B2B services.A standout example is CGBs collaboration with Huaweis HarmonyOS ecosystem,where it launched the China Guangfa Bank Meta Service in June 2024.This in

116、novative service is a lightweight programme integrated with HarmonyOS,enabling customers to access essential banking functionalities without downloading an app.Brand Research Insights|B2BBrand Finance China Banking Brand Research 25Keep Customers Data Completely Secure Brand Finance Plc 2024China Co

117、nstruction BankAgricultural Bank Of ChinaBank of ChinaICBCChina Merchants BankChina CITIC BankBank of CommunicationsChina Guangfa BankChina Everbright BankPostal Savings BankShanghai Pudong Development BankIndustrial BankPing An BankChina Minsheng BankHua Xia Bank34%27%27%27%26%24%23%23%21%20%19%18%

118、17%16%12%0 10 20 3040How are banks ensuring the security of customer data?State-owned banks are generally perceived as better at safeguarding customer data,with China Construction Bank(CCB)leading the way in this area.Among joint-stock commercial banks,China Merchants Bank and China CITIC Bank are a

119、lso recognised as leaders in protecting customer information.As cyber threats continue to rise,the importance of data security in the banking sector cannot be overstated.By prioritising customer data protection,these banks not only comply with regulatory requirements but also build stronger,more tru

120、stworthy relationships with their clients,ensuring long-term success in an increasingly data-driven financial landscape.CCB excels in the Keep Customers Data Completely Secure metric,maintaining a significant lead over its peers.This reflects CCBs strong commitment to safeguarding customer informati

121、on and fostering trust through robust data security practices.The bank places considerable emphasis on information security by offering continuous training and education for all employees through its CCB Learning platform.With over 130,000 cumulative participants,CCB has established a comprehensive

122、knowledge repository on data security,providing courses in secure CFT skills,security attack and defence,and technology training.This ongoing effort enhances the banks security awareness across all levels of the organisation.Brand Research Insights|B2BBrand Finance China Banking Brand Research 26Pro

123、vides Good Advisory Services Brand Finance Plc 2024China Merchants BankChina Guangfa BankChina Construction BankChina CITIC BankBank of ChinaAgricultural Bank Of ChinaBank of CommunicationsICBCChina Minsheng BankHua Xia BankChina Everbright BankIndustrial BankShanghai Pudong Development BankPing An

124、BankPostal Savings Bank0 5101520253030%28%28%27%26%25%25%24%22%22%21%21%19%15%14%How are banks shaping the future of financial advisory services?Customers who feel they receive solid advice and support from their bank are far more likely to stay loyal.In todays competitive banking landscape,banks co

125、uld reshape their perception,moving beyond being mere financial service providers to becoming trusted financial advisors who can enhance their clients financial health and literacy.This approach helps create lifelong customers who contribute to the banks growth,both during prosperous and challenging

126、 times.For banks to foster higher levels of customer satisfaction,they must guide clients on their financial journeys.China Merchants Bank stands out as a leader in delivering exceptional advisory services.Other local joint-stock commercial banks,including China Guangfa Bank and China CITIC Bank,hol

127、d strong positions,ranking second and fourth respectively.Business decision makers perceive that commercial banks perform just as well as major state-owned banks when it comes to providing quality financial advice.In fact,China Merchants Bank,China Guangfa Bank,and China CITIC Bank are contending wi

128、th state-owned giants for positions in the top eight rankings,demonstrating the growing prominence of commercial banks in the advisory space.Brand Research Insights|B2BBrand Finance China Banking Brand Research 27A sustainable future:ESG is a growth pillar in Chinese banking sectorThe top positions

129、in terms of ESG(Environmental,Social,and Governance)sustainability in Chinas banking landscape are dominated by major state-owned banks alongside leading joint-stock commercial banks such as China Merchants Bank and China CITIC Bank.These institutions are increasingly recognised for their commitment

130、 to sustainable practices and ethical operations.China Merchants Bank has earned a strong reputation for its focus on sustainable growth and responsible business practices.It has integrated ESG principles into their operations,aligning itself with the growing consumer demand for sustainability in ba

131、nking.China CITIC Bank,in particular,has emphasised its commitment to low-carbon development and stakeholder engagement,launching initiatives like the CITIC Carbon Account.This reflects the banks active role in promoting green innovation and supporting social well-being,further strengthening its pos

132、ition as a leader in sustainable banking.By prioritising green finance and backing low-carbon projects,these banks are not only fostering trust among their stakeholders but also driving long-term value,ensuring their relevance and success in the evolving landscape of sustainable banking.ESG-Environm

133、ent,Social and Governance Brand Finance Plc 2024BrandEnvironmentSocialGovernanceBank of China87%85%86%China Construction Bank87%84%86%Agricultural Bank Of China87%82%84%China Merchants Bank83%84%84%ICBC82%83%84%China CITIC Bank81%82%85%China Guangfa Bank75%80%80%Bank of Communications74%77%80%Shangh

134、ai Pudong Development Bank74%76%76%Postal Savings Bank70%73%74%Industrial Bank69%76%74%China Minsheng Bank68%72%73%China Everbright Bank67%74%78%Ping An Bank67%71%72%Hua Xia Bank65%64%69%Brand Research Insights|B2BOur ServicesBrand Research What gets measured.+Brand Audits+Primary Research+Syndicate

135、d Studies+Brand Scorecards+Research Analytics+Soft PowerAre we building our brands strength effectively?How do I track and develop my brand equity?How strong are my competitors brands?Are there any holes in my existing brand tracker?What do different stakeholders think of my brand?Brand Evaluations

136、are essential for understanding the strength of your brand against your competitors.Brand Strength is a key indicator of future brand value growth whether identifying the drivers of value or avoiding the areas of weakness,measuring your brand is the only way to manage it effectively.Questions we can

137、 help answer:Brand Finance China Banking Brand Research 29Consulting ServicesMake branding decisions using hard dataBrand Finance China Banking Brand Research 29In-depth external benchmarking comparisons against direct competitors across key KPIs through the Brand Strength Index framework.Benchmarki

138、ngDiagnose Brand Strengths&Weaknesses What is my brand known,and not known for?How do I leverage or optimise my brand position to grow brand value?Brand Associations&Market PositioningStatistical correlation analysis to understand what is important in driving Brand Consideration,Reputation,Brand Str

139、ength and Value.Drivers AnalysisBrand Insights Make your brands business case.Consulting ServicesBrand Finance China Banking Brand Research 30Brand Finance China Banking Brand Research 31+Brand Impact Analysis+Tax&Transfer Pricing+Litigation Support+M&A Due Diligence+Fair Value Exercises+Investor Re

140、portingBrand Valuations are used for a variety of purposes,including tax,finance,and marketing.Being the interpreter between the language of marketers and finance teams they provide structure for both to work together to maximise returns.How much is my brand worth?How much should I invest in marketi

141、ng?How much damage does brand misuse cause?Am I tax compliant with the latest transfer pricing?How do I unlock value in a brand acquisition?Questions we can help answer:Brand Valuation Make your brands business case.Consulting ServicesOnce you understand the value of your brand,you can use it as too

142、l to understand the business impacts of strategic branding decisions in terms of real financial returns.Which brand positioning do customers value most?What are our best brand extension opportunities in other categories and markets?Am I licensing my brand effectively?Have I fully optimised my brand

143、portfolio?Am I carrying dead weight?Should I transfer my brand immediately?Is a masterbrand strategy the right choice for my business?+Brand Positioning +Brand Architecture+Franchising&Licensing +Brand Transition+Marketing Mix Modelling +Sponsorship StrategyQuestions we can help answer:Brand Strateg

144、y Make branding decisions with your eyes wide open.Consulting ServicesBrand Finance China Banking Brand Research 32Sustainability and ESG have never been more important considerations for marketers,finance professionals,and the brands they serve.Our sustainability services bring clarity,allowing you

145、 to make the right decisions to add value,protect yourself from risk,and do the right thing.+Perceptions Evaluation and Tracking +Sustainability ROI Analysis +Competitor Insights and Positioning Recommendations +Materiality Exercises +Stakeholder Engagement and Workshops +Sustainability Reporting an

146、d Disclosure Support How important is sustainability in driving the choices of customers,employees,and investors?Which sustainability issues are most relevant to my brand?How sustainable is my brand perceived to be versus competitors?What is the potential value of enhancing perceptions?Could value b

147、e at risk?If so,how much?How do I secure investment or budget allocation?How do I improve performance and perceptions?Questions we can help answer:Brand Sustainability Understand perceptions and align them with performance.Consulting ServicesBrand Finance China Banking Brand Research 33Sponsorships

148、are often amongst the most extensive,influential,and expensive brand building activities a company can undertake.We use the same techniques applied in brand valuation,such as research,financial modelling,and strategic analysis.This approach helps marketing and finance managers to understand the effe

149、ctiveness of sponsorships and maximise ROI.Advertising equivalency,and traditional research interpretation of sponsorships,fails to adequately address key questions around brand building and value creation.Brand Finance takes a broader view to understand sponsorships in the context of achieving bran

150、d and business objectives.Can I develop a sponsorship strategy to match commercial objectives?Is the partnership a good fit?What is the short-term impact on business performance?What impacts there on long-term brand building metrics?What is my financial return from the sponsorship investment?Should

151、the partnership be renewed,and if so,at what price?How does my sports partnership compare to the market?Questions we can help answer:Sponsorship ServicesMaximise value from your sponsorships.Consulting Services+Sponsorship Strategy+Partnership Opportunity Analysis+Return on Investment Analysis+Partn

152、ership Tracking+Sports Investment Due Diligence+Sponsorship Prospectus building+Activation Measurement&StrategyBrand Finance China Banking Brand Research 34Brand Dialogue Limited is a member of the Brand Finance Plc Group.With strategic planning and creative thinking,we develop communications plans

153、to create dialogue with stakeholders that drives brand value.Our approach is integrated,employing tailored solutions for our clients across PR and marketing activations,to deliver strategic campaigns,helping us to establish and sustain strong client relationships.We also have a specific focus on geo

154、graphic branding,including supporting nation brands and brands with a geographical indication(GI).Brand Dialogue Services+Brand&Communications Strategy+Campaign Planning+Market Research&Insights+Media AnalysisResearch,Strategy&Measurement+Promotional Events+Conference Management+Native Advertising+R

155、etail MarketingMarketing&Events+Crisis Communications+Brand Positioning&Reputation+Corporate Social Responsibility+Geographic BrandingStrategic Communications+Press Releases+Bespoke Publications,Blogs&Newsletters+Marketing Collateral Design+Social Media ContentContent Creation+Media Relations+Press

156、Trips&Events+Strategic Partnerships&Influencer Outreach+Social Media ManagementPublic Relations&CommunicationsFor further information on our services and valuation experience,please contact your local representative:Market ContactEmailAfricaJeremy Sampsonj.sampsonbrandfi Asia Pacifi cAlex Haigha.hai

157、ghbrandfi AustraliaMark Crowem.crowebrandfi BrazilEduardo Chavese.chavesbrandfi CanadaLaurence Newelll.newellbrandfi China Scott Chens.chenbrandfi Denmark/Norway/SwedenCristobal Pohle Vazquezc.pohlebrandfi East Africa Walter Seremw.serembrandfi FranceBertrand Chovetb.chovetbrandfi GermanyCristobal P

158、ohle Vazquezc.pohlebrandfi IndiaAjimon Francisa.francisbrandfi IrelandAnnie Browna.brownbrandfi ItalyMassimo Pizzom.pizzobrandfi MexicoLaurence Newelll.newellbrandfi Middle EastAndrew Campbella.campbellbrandfi NigeriaTunde Odumerut.odumerubrandfi PhilippinesNina Francon.francobrandfi PolandKonrad Ja

159、godzinskik.jagodzinskibrandfi PortugalPilar Alonso Ulloap.alonsobrandfi RomaniaMihai Bogdanm.bogdanbrandfi South AmericaPilar Alonso Ulloap.alonsobrandfi SpainPilar Alonso Ulloap.alonsobrandfi Sri LankaDhanushika Shanmuganathand.shanmuganathanbrandfi SwitzerlandMarco Casanovam.casanovabrandfi TurkeyMuhterem Ilgnerm.ilgunerbrandfi United KingdomAnnie Browna.brownbrandfi USALaurence Newelll.newellbrandfi VietnamQuyen Luongq.luongbrandfi Brand Finance Network Brand Finance China Banking Brand Research 36Contact usT:+44(0)20 7389 9400E:W: