This article first appeared in The Edge Financial Daily on July 20, 2018

KUALA LUMPUR: Malayan Banking Bhd (Maybank) has kept its pole position as the country’s most valuable bank brand, following a 24% year-on-year growth to US$3.16 billion (RM12.86 billion) this year, according to the latest Brand Finance report.

This compares with a brand value of US$2.54 billion in 2017.

In a statement yesterday, Maybank said it has also maintained its AAA- rating, and the ranking as the strongest bank brand in Malaysia for the fourth year running.

According to the 2018 Brand Finance Banking 500 Brand Value Report issued by Brand Finance, Maybank continued to be among the top brands in Asean, coming in fifth and climbing to 83rd place from 90th in the world as the most valuable bank brand.

Maybank group president and chief executive officer Datuk Abdul Farid Alias attributed the achievements to the collective effort of the banking group’s employees in providing a consistent brand experience for customers around the world.

“Maybank’s mission to humanise financial services has been the linchpin of our success today. It has enabled us to build a network of champions — our employees — who are passionate in creating the next chapter of brand excitement for our customers.

“We will continue to ensure we remain relevant to our customers and delight them in their interactions through all touchpoints — be it at our front counters or via digital platforms,” he added.

Maybank scored 82 over 100 in terms of Brand Strength Index this year, which is a key driver that contributes to brand valuation and determines the strength of a brand.