By Gabriel Chen

DBS GROUP Holdings is Singapore's top bank brand, according to a survey of the world's 500 leading banking names.

The Brand Finance Banking 500 report, which measures strength, risk profile and growth potential to calculate brand value, claimed DBS eclipses rivals United Overseas Bank (UOB) and OCBC Bank.

It put DBS' brand value at US$1.52 billion (S$2.1 billion) last year - a 12 per cent hike from that in 2008, when the survey was last conducted.

DBS spokesman Karen Ngui said the survey validated the bank's 'strong balance sheet, high credit ratings and our Singapore lineage'.

She added that DBS had 'benefited from the flight to quality', and that the financial crisis had 'brought home the importance of being a bank that is safe and trusted'.

But despite winning in Singapore, DBS slipped down the global rankings, from 73rd in 2008 to 97th last year.

The likes of Shanghai Pudong Development Bank, Australia's Macquarie Bank and Japan's Nomura Group were promoted on the back of their larger brand value gains.

UOB and OCBC Bank - both of which fell in the latest rankings - came in at 146th and 163rd respectively.

HSBC emerged as the world's most valuable banking brand for the third year in a row. It saw its value climb 12 per cent to US$28.5 billion.

Bank of America came in overall second, while Spain's Santander, the world's fastest-growing retail bank brand, was third.

The study indicates that the United States' dominance of global banking has declined further. The number of US banks that appeared in the global 500 listing was down from 95 to 85.

The Asian bank with the most brand value was Industrial and Commercial Bank of China (ICBC), the world's largest bank by market capitalisation, deposits and profitability. It was ranked 12th.

The winning bank brands of the future, said Ms Sholto Lindsay-Smith, managing director of independent brand agency UffindellWest, will put the customer first and make banking simpler.

'They will offer a range of products so straightforward that you will be able to manage your money yourself without the need of expert help,' she said.

'And they will provide you with the confidence that you have total capital security and can access your money and move it around, when you want - without any penalties.'

This article was first published in The Straits Times.

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