Company: Deutsche Bank AG
Brand value: US$3,591 million
Headquarter city: Frankfurt am Main
Year formed: 1870
Deutsche Bank is a German global banking and financial services company operating in more than 70 countries; it has an extensive presence in Europe, the Americas, Asia-Pacific and emerging markets around the world. It is a premium banking brand that positions itself as being a client-centric leader in the sector. Deutsche Bank is the leading private and commercial bank in Germany based on the number of customers, and at the end of 2017 had 535 branches around Germany, and is part of the Cash Group, which gives customers access to about 9,000 ATMs nationwide. The bank also operates the Postbank brand. The bank’s two other main areas of business focus are asset management –Deutsche Asset Management is one of the largest asset holders in the world – and corporate and investment banking. Deutsche Bank describes its goal as “combining success and responsibility for the benefit of our customers and society”, positioning itself as a powerful and reliable partner to its customers as they make personal and business financial decisions. In 2017 the brand moved away from its tagline “Leistung aus Leidenschaft”, or “Passion to perform”, and launched a new communications campaign with the message “Neue Zeit braucht neues Banking” (New times bring new banking). Advertising now focuses on the bank’s online and offline innovation, and their pursuit of the best digital ecosystem in European banking. Ads also highlight the role of premium branches and expert know-how, for those financial decisions that are still best suited to a face-to-face consultation, and they promote improvements to service, including extended branch opening hours and Saturday opening. Deutsche Bank has more than 100,000 employees worldwide and is listed on the German DAX exchange.