Company: J.P. Morgan Chase & Co.
Brand Value: $15,871 Million
Headquarters: New York, NY
Year formed: 1871
Named after a famed, Progressive-era banker, the J.P. Morgan brand portfolio covers a number of divisions of parent J.P. Morgan Chase & Co, including investment banking, wealth management, and asset management. Its parent company is the largest bank in the United States by assets, and third-largest in the world, with operations in 60 countries and total assets of around $2.5 billion. Like many financial brands in the United States, J.P. Morgan has been adversely affected by scandals and lawsuits in recent years.However, it has also launched notable initiatives in clean energy financing and recently promoted its asset management arm with a “Let’s Solve It” campaign that highlights the firm’s ability to provide insights into client problems. Less visible to the public was its attempt to optimize its online advertising spending by restricting the number of sites it advertises on to a vetted 5,000.