Company: Standard Chartered Plc
Brand value: US$3,059 million
Headquarter city: London
Change since 2017: 1%
Year formed: 1853
Standard Chartered is one of the UK’s largest banks, and operates in corporate and institutional, commercial, private banking, and retail segments. It has more than 1,100 branches, offices and outlets in 68 countries, with a focus on some of the world’s fastest-growing markets in Asia, Africa and the Middle East. Standard Chartered’s brand promise is “Here for Good”, and in the UK the brand is a long-time sponsor of Liverpool Football Club. To commemorate the club’s 125th anniversary in 2017, Standard Chartered launched a digital campaign highlighting a series of significant numbers in the club’s history. It has also worked with Liverpool FC to tackle avoidable blindness through the bank’s community programme “Seeing is Believing”. The campaign, running since 2003 and having reached more than 150 million people around the world, has recently amplified awareness of the scheme by launching a binaural audio matchday experience. Advertising tends to focus on how the bank can help people pursue their ambitions.