The Commercial Bank of Ceylon has been ranked the strongest bank brand in Sri Lanka for the fourth consecutive year and the second strongest brand in the country overall by Brand Finance, an independent brand valuation consultancy.
The 2023 Brand Finance report on Sri Lanka’s 100 most valuable and strongest brands released recently, ranks Commercial Bank as the most valuable private sector bank in the country with a brand value of Rs 43.553 billion, making the Commercial Bank brand the third most valuable across all sectors as well.
In terms of brand strength, Brand Finance assigned Commercial Bank a Brand Strength Index (BSI) scoreof 87.8, up 1.1 points over the previous year, and an AAA brand rating, the same rating assigned to the brand last year. Brand strength reflectsthe potential value a brand can generate in the future.
Commercial Bank Managing Director/CEO Sanath Manatunge said: “As a dynamic corporate brand, Commercial Bank has a legacy that has evolved over a century, during which it has stood for trust, financial strength and dependability, and in recent years for exceptional performance, social responsibility, good governance, innovation and customer focus as well. Every employee of Commercial Bank is called upon to live the values the brand represents, and the latest Brand Finance rankings are therefore a tribute to the entire Commercial Bank team.”
Referring to Commercial Bank, a Brand Finance official said: “CommercialBank continues to tout exceptional performance as Sri Lanka’s largest private sector bank and has built a strong legacy as one of the most recognised Sri Lankan banks, both locally and internationally. By adopting Flash Digital Account, it is oneof the first banking companies in Sri Lanka to make the switch to “wearable banking” from traditional banking. The bank’s ongoing efforts could be explained bystrong consideration for the brand.”
Brand Finance stated that the aggregate value of the top 100 brands in the ranking plummeted by a substantial 16% compared to the preceding year, underscoring the profound struggles endured by Sri Lankan brands due to the formidable challenges stemming from economic and geopolitical barriers they encountered in 2022.This year, the banking industry in Sri Lanka, which continues to be the country’s most valuable sector, accounted for 47% of the total value. However, the sector recorded a decline in total value of 9%.
Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance. Compliant with ISO 20671, Brand Finance’s assessment of stakeholder equity incorporates original market research data from over 100,000 respondents in 38 countries and across 31 sectors.