Company: Lloyds Banking Group Plc
Brand value: US$4,191 million
Change since 2018: -7%
Headquarter city: London
Year formed: 1767
Lloyds Bank is a retail and commercial bank operating from more than 1,000 branches across England and Wales. In the past year. A conservative brand with a long pedigree, Lloyds is among many heritage banking brands facing a challenge from fast-moving digital startups such as Monzo, which are especially popular with young people. In response, Lloyds has moved into the first-time homebuyer market with a 100 percent mortgage offer called “Lend a Hand”, so called because funds are available without a deposit if the buyer has a family member who will guarantee the loan. Communications this year have encouraged families to have important conversations about money that they may have been avoiding. “The M word” campaign launched in March, followed soon afterwards by a brand campaign featuring the iconic Lloyds black horse and a foal. The two embark on an epic journey across striking landscapes, the two generations taking care of each other until they are reunited with their herd.