Sber has been named the strongest brand in Europe by the Brand Finance Global 500 2022 report, ranking first on the old continent with the Brand Strength Index (BSI) score of 92.3 out of 100 and an elite AAA+ rating. 

Over the year, the bank’s brand strength has increased by +0.3 despite the coronavirus pandemic. A year earlier, Sber ranked second in terms of brand strength following Ferrari, but this year, the companies have swapped their ranks. 

Sber has maintained its position as the strongest banking brand of the world in the global list, ranking sixth, only following WeChat, Coca-Cola, Google, YouTube, and Naver (South Korea’s number one search portal). Other Top 10 companies, ranking seventh to  tenth, are Ferrari, Amazon, Deloitte, and Pepsi. 

Furthermore, Sber has improved its Brand Value performance significantly over the year,  climbing 25 lines up. Brand Finance has estimated Russia’s leading bank and ecosystem  to have the brand value of USD 12.8 bn, up 36% y-o-y, which secured Sber’s 156th spot  on the list of the most valuable brands in the world (up from last year’s 181st position). 

According to the annual results, Sber has maintained its position as the most valuable  and strongest brand in Russia. 

Vladislav Kreynin, senior vice president, director of the Marketing and Communications Department, Sberbank: 

“In 2020, we unveiled Sber, our new brand. We have done a tremendous amount of work over the past eighteen months, developing our ecosystem and launching hundreds of innovative services, both digital and physical, that seamlessly help our customers, people and companies, in a variety of life situations. 

“The Sber brand is developing very dynamically. We are growing both quantitatively – we keep gaining new clients, Sber is already trusted by 104 million individuals and 3 million corporate clients – and qualitatively, constantly raising the bar and exceeding expectations. 

“I would like to thank Brand Finance for acknowledging our work. I would also like to express my gratitude to all our clients. With their dreams and desires, they are the source of our strength and inspiration for new victories.” 

Anastasia Kourovskaia, executive vice president, Brand Finance: 

“Looking at both brand strength and brand value, Sber’s business diversification and  brand extension strategy is simply working. The all-encompassing digital ecosystem is driving market research scores, especially customer familiarity, interest and choosing  Sber products and services. High marketing KPIs, wide availability, and being easy to  deal with allowed the Sber brand to place higher than Ferrari in the brand strength  ranking. At the same time, Sber’s impressive brand value growth of 36% to USD 12.8 bn has helped the Russian market leader climb 25 ranks in the brand value classification.”

Brand Finance is the world’s leading independent brand valuation and strategy consultancy, present in over 20 countries. Brand Finance bridges the gap between marketing and finance by conducting a quantitative assessment of brands’ financial value. Drawing on its expertise in strategy, branding, market research, visual identity, finance, taxes, and intellectual property, Brand Finance helps brand owners and investors make the right decisions when it comes to maximizing brand and business value. 

The strength of brands is determined through a balanced scorecard of metrics evaluating marketing investment, stakeholder equity, and business performance.