BNP Paribas
Brand value
$16,809m
Brand rating
AA+
Market cap
$42,346m
Value / market cap
39.7%
User rating
Market cap
* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
Performance of the brand
Whilst it is one of the largest banking groups in the world, BNP Paribas has only recently begun to market itself on a scale similar to other global banks. This new policy is in addition to the enforcement of updated visual identity standards which are essential for any brand hoping to become globally recognisable.
BNP had a rocky year as problems in the Euro Zone’s periphery and all-time high levels of anti-corporate sentiment took their toll on one of France’s banking elite. Resulting ratings downgrades, severe asset write downs and job cuts were just some of the problems which damaged BNP’s brand.
Despite its problems, BNP’s brand still made gains in the BrandFinance® Banking 500 as it was able to react to the tougher business environment more successfully than a number of its similarly distressed peers.
League tables
BNP Paribas appears in the following brand league tables:
Rank 8 in the
Banking 500 2012.
Rank 40 in the
Global 500 2012.
Rank 12 in the
Banking 500 2011.
Rank 42 in the
Global 500 2011.
Rank 42 in the
Global 500 2011.
Rank 6 in the
Banking 500 2010.
Rank 38 in the
Global 500 2010.
Rank 58 in the
Global 500 2009.
Rank 8 in the
Banking 500 2009.
Rank 7 in the
Banking 500 2008.
Rank 40 in the
Global 500 2008.
Rank 47 in the
Global 250 2007.
Rank 8 in the
Banking 500 2007.
Rank 8 in the
Banking 100 2007.
2012 brand performance*
Brand value
$16,809m
Brand rating
AA+
Market cap
$42,346m
Value / market cap
39.7%
* Figures taken on 31st December 2011.
2011 brand performance*
Brand value
$16,643m
Brand rating
AAA-
Market cap
$64,882m
Value / market cap
25.7%
* Figures taken on 31st December 2010.
2010 brand performance*
Brand value
$14,060m
Brand rating
AA
Market cap
$67,143m
Value / market cap
20.9%
* Figures taken on 31st December 2009.
2009 brand performance*
Brand value
$9,360m
Brand rating
AA-
Market cap
$49,480m
Value / market cap
18.9%
* Figures taken on 31st December 2008.
Brandirectory user rating*
* Average values from a total of 4 votes.
Mission statement
BNP Paribas has a section on its website which states its core values. It reads as follows:
“In all its core businesses, BNP Paribas is determined to be a benchmark banking group, focusing on customer satisfaction and actively pursuing the improvement of its earning capacity. Created as a collective project, conceived by a group of men and women at the service of their customers and shareholders, the “bank for a changing world” has adopted, from the very start, four corporate values that together encapsulate the essence of its action: Responsiveness, Creativity, Commitment, and Ambition. These core values all come together under the umbrella of the BNP Paribas signature and logo, the four stars “taking flight” emblem, a symbol of dynamism and progress.”
Company history
BNP Paribas has one of the largest international banking networks, It employs 201,100 staff across 84 countries, and has a very strong presence in Asia and USA. It is also the largest French bank by market capitalisation
The creation of the BNP Paribas group in 1999 resulted from Banque Nationale de Paris’ (BNPs) takeover of Paribas. It was rebranded BNP Paribas and since then has concerned itself with three core practices: Investment banking, retail banking, and asset management.
Advertising
Sponsorships
BNP Paribas’ main sponsorship deals are in tennis. They sponsor a whole host of tennis tournaments, at both professional and amateur level. Examples are the Davis Cup, the French Open, the ATP World Tour, as well as the BNP Paribas Open.
