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This year, Credit Suisse launched a bold advertising campaign, aimed at positioning the firm as a luxury brand. It replaced its Roger Federer “Relaxed” with “The Roger Federer World Tour 2012” — and not a moment too soon. “Relaxed” may not be the right vibe for a global banking leader at this particular moment in history. Like other banks, Credit Suisse has been buffeted by the effects of a slow-starting US economy, the European debt crisis, and many unknowns in Asia. The brand’s new financial reality — declines in both revenue and margins — has led to cuts in global headcount and the Swiss National Bank’s recommendation to ‘’significantly expand its loss-absorbing capital during the current year.’’ Considering the challenges, the bank’s ability to hold steady is impressive. The brand has retained relevance through its continued transition to a more client-focused model, a critical move given the upheaval within its sector. This model extends to the brand’s corporate citizenship effort, use of social media channels and a multi-year talent and cultural-building effort. The hard work has paid off. This year, Credit Suisse stands as the lone representative of the Swiss banking tradition among the world’s brand elite.
Rebuilding Trust in Troubling Times
Verbal Identity Perspectives: Finance brands talk and listen
Paying it Forward
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