Company: Deutsche Bank AG
Brand value: US$2,993 million
Change since 2017: -17%
Headquarter city: Frankfurt am Main
Year formed: 1870
Deutsche Bank is a German global banking and financial services company with almost 100,000 employees in over 70 countries. Its mission is to “enable economic growth and societal progress”, and to be a strong, safe bank that is well positioned to pursue growth opportunities. Deutsche Bank has 535 branches in Germany for private banking, and is part of the Cash Group, which allows Deutsche Bank customers to use its 9,000 ATMs in Germany fee-free. The brand has dropped its “Passion to Perform” tagline and in mid-2018 launched phase two of its campaign with the tagline “Neue Zeit braucht neues Banking” (“New times bring new banking”). Advertising stars the solo round-the-world yachtswoman Laura Dekker, and positions Deutsche Bank as the enabler at the side of its clients, helping them achieve their goals. The campaign uses the hashtag #positiverBeitrag (#positiveimpact). Christian Sewing became the new Deutsche Bank CEO in April 2018.