Sberbank has overtaken Goldman Sachs

In the top 100 most valuable brands in the world from Millward Brown Optimor (MBO), the new leader and the new representative of Russia. Apple pushed Google's 1-st place, and Sberbank settled on the opposite end of the list, finishing 99 th place with a finishing 99 th place with $ 8.535 billion, writes edition of "Vedomosti" on Tuesday, May 10. IPad tablet popularity helped the Apple brand grew by 84% to $ 153.285 billion in the last four years, leader of Google fell by 2% to $ 111.498 billion in fact, Apple has opened a new category of devices that not only sell well, but also increase the visibility and attractiveness of the brand, which helped large-scale communications campaign around the iPad, says the head of the Russian areas of international branding agency Fitch Helen Chuvahina. Russia is represented in the ranking, as until now, the two companies. Previously it had been MTS and Beeline. At this time last replaced Sberbank. Savings due to the emergence of excellent financial results that affect the value of the brand (for example, net income rose to 24.4 billion rubles. In 2009 to 181.6 billion rubles. In 2010), and the changes resulting from reforms of the Bank President Herman Gref's Anastasia explains Kurovskaja, vice president of MBO in the region Europe, Middle East and Africa. Sberbank confident ahead of competitors in banking services for most of the components of brand strength, including an index of confidence - she says. - For him not only a great story, but also a strategy that seeks to make the bank more dynamic and young. " Savings qualitatively increased at all levels - from improving the service system to upgrade the visual appearance, adds Chuvahina. The growth of brand value reflects the result of the work to transform the bank "in the customer-organization", including through the emergence of convenient services - Mobile Banking, Savings Online, self-service terminals, etc., according to a representative of the Savings Bank. The Bank does not set specific goals for the brand value, but it is important dynamics, "he explains. Sberbank managed to circumvent some famous Western banks such as Goldman Sachs (100 th place, $ 8.439 billion), Morgan Stanley and JPMorgan (dropped from the list). Reputation of the banks that people associate with the crisis, continues to suffer, despite the recovery of their financial indicators, experts say MBO.