The release of the Business Superbrands Top 500 survey of company brands reveals that some banking brands like JPMorgan (NYSE:JPM), Deutsche (NYSE:DB) and HSBC Holdings (NYSE:HBC) are improving, while others like Goldman Sachs (NYSE:GS) and Citigroup (NYSE:C) continue to struggle.
The Business Superbrands Top 500, which is released every February, ranks companies based on the opinions of 2,000 U.K. business professionals quizzed by YouGov.
HSBC was the highest-placed banking brand in this year’s rankings, rising six places to No. 35. But the most impressive comeback was by J.P. Morgan, which jumped to No. 94 from 244 last year. The New York bank, which bought Bear Stearns for a knock-down price in 2008, has emerged from the recession stronger than many of its rivals.
Deutsche Bank also broke into the top 100 this year, moving to No. 80 from No. 146.
But some of the gilt clearly has worn off the House of Goldman. Three years ago the New York investment bank was among the top 50 brands. It has now fallen for two successive years to No. 113 in the latest survey, just below engineering firm Massey Ferguson.
The lowest-placed large bank in the top 500–though several companies, including Royal Bank of Scotland Group (RBS), did’t make the list–was Citigroup (C). The U.S. bank jumped 170 places but still only came in at No. 260.
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