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25 Commerzbank

Position: #25

Brand: Commerzbank
Brand value: 1'346 Mio. EUR
Brand value change compared to last year: +3%
Ranking change compared to last year: +/-

Commerzbank is one of Germany’s leading banks and present in 50 countries worldwide. The brand climbed one place in this year’s ranking amidst growing customer numbers, increased employee commitment and a strong campaign featuring Germany’s men’s and women’s national soccer teams. This personal campaign successfully communicates the brand values of fairness and competency. It also reinforces the idea of striving for improvement in the face of adversity, strengthening the bank’s authenticity and turning industry challenges into a success story for Commerzbank. The financial institution won several awards for its products in the past year, and was rated 3.93 out of 5 stars according to customers interviewed in 2015. Commerzbank also shows its strong customer focus in introducing a new digital CRM system, testing online banking in expanded markets and improving the branch location design to make people feel more welcome. It was the only German bank represented on the Climate Performance Leadership Index (CPLI), which ranks top companies in environmental conservation last year.

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