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Sberbank has become the strongest banking brand in the world according to Brand Finance
The international rating agency Brand Finance has prepared a ranking of leading brands on the basis of 2018 of the year. Over the past year, the brand strength index increased from 90 to 93 points - as a result, Sberbank has become the strongest banking brand in the world.
In addition to leadership in the banking category, he entered the top 3 of the most powerful global brands, second only to Ferrari. The cost of the Sberbank brand for 2018 year increased from 11,6 to 12,4 billion dollars. In Russia and the countries of Central and Eastern Europe, Sberbank has been recognized as the most expensive and strongest brand for the second year in a row.
“For the first time in history, the Russian banking brand is headed by the leading global rating Brand Finance. Such a high rating of the professional community is a well-deserved result of the team that every day works to make Sberbank one of the best technology companies in the world. Many innovations and technologies were developed and first introduced in Sberbank. Now these technologies are used by banks and companies all over the world. And, of course, global leadership for us is an important confirmation of the correctness of our chosen strategy for technological leadership, the development of an ecosystem of products and services to provide clients with a full range of financial and non-financial services in all life situations, ”said President of Sberbank German Gref.
According to the press service of the bank, investments in development projects made over the past year have become a key factor in increasing the brand's strength. Innovative services created by Sberbank set trends for different spheres of life: Sberbank was the first to introduce instant money transfers by mobile phone number on the Russian market. Today, Sberbank is the leader of the Russian market in terms of Р2Р transfers. In 2018, Sberbank became the No. 6 acquirer in the world and the largest Russian acquirer (according to The Nilson Report) with more than 1,7 million POS terminals and 15 million monthly transport payments by bank cards in the bank's acquiring. Sberbank is also the leader in terms of NFC payments.
Sberbank is the Russian leader in terms of the volume of transactions in the Russian mortgage lending market - more than 2 million registered customers on the DomKlik website. In 2018, the bank was the first to offer users of the Sberbank Online application the opportunity to open a fully functional digital Visa Digital card.
In 2018, Sberbank expanded the RATM ATM (cash recycling ATM) fleet by ten thousand devices. Sberbank services the largest network of self-service devices with NFC technology - 55 Thousands of devices accept contactless cards and conduct operations using mobile devices. The collection of consents for the processing of biometric data is implemented on the entire ATM park, 400 ATMs collect a biometric template. This year, it is planned to update a quarter of the ATM park and replace them with RATM ATMs. ATM transactions using biometric data will be available in the second half of 2019.
Since the beginning of the year, Sberbank’s share in the corporate lending market has grown to 32,8%, and the number of active customers now amounts to about 2,5 million. In 2018, many transactions with major customers were carried out: every second structured transaction in the market was financed by Sberbank. In addition, last year, the bank conducted the world's first over-the-counter trilateral repo transaction for blockchain technology and the first ICO transaction in Russia in the “regulatory sandbox” of the Central Bank. The bank is actively developing a paperless customer interaction strategy - about 1 million customers regularly sign contracts and financial documentation in the Sberbank Business Online Internet banking system using e-invoicing technology. Sberbank has created an online lending technology for large businesses based on AI-models, which has no analogues in the country - the decision on lending is made in seven minutes without a request from the client for documents.
“High customer focus and a wide range of financial products offered by Sberbank make it possible to build long-term relationships with customers and rely on their loyalty to the brand. Sberbank occupies a unique position in the Russian market, actively interacts with customers, develops its products and expands the ecosystem, ”said David Haig, Brand Finance Managing Director.
Good business performance had a positive effect on brand value, but currency fluctuations had a negative impact on the valuation in US dollars. Brand Finance evaluates the relative strength of brands based on 19 factors, such as marketing investments, awareness, preference, employee satisfaction, corporate reputation and others. Along with income level, brand strength is a decisive factor in brand value. In drawing up the rating, the company relies on ISO standard 10668 of the International Organization for Standardization.