Company: Crédit Mutuel – CM11 Group
Brand Value: US$ 1,031 million
Change since 2018: -19%
Headquarter City: Paris
Year Formed: 1882
Crédit Mutuel is a retail bank that seeks to set itself apart from the competition through its commitment to doing good for society. It works on a cooperative model, which means it belongs to its customers, or “sociétaires”, and focuses on the personal service its staff provide through a network of over 3,000 branches nationwide. Crédit Mutuel has been number one for customer relations in the banking sector for 11 years out of the past 14 in research carried out by Kantar TNS. The brand’s communications tagline is “une banque qui appartient à ses clients ça change tout”, or “A bank that belongs to its customers, it changes everything”. This underlines the cooperative structure of the business, and its emphasis on solidarity, responsibility, equality, closeness and transparency.