Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

The majority of the worlds banking brands dropped in value over the last year due to the ongoing economic downturn. This has resulted in an unusual situation in which certain brands have fallen in brand value but have gained places in the BrandFinance® Banking 500 as a result of competitor brands losing an even greater amount of brand value. This is the case with JP Morgan whose brand value fell US$1,639 million but still rose from 18^th to 16^th place.

JP Morgan has recently changed its logo from a modernised text accompanied by the Chase logo in favour of a more statesman like simple text displaying the JP Morgan name. Purportedly to enable clients to make a distinction between Chase Bank and JP Morgan of which the latter is considered to be the more prestigious of the two banks. The change has also made the distinction between the retail and commercial arms of the bank clearer, which in turn has given the brand a stronger identity and is a contributing factor in the brands rise in brand strength rating from AA- to AA+.

The JP Morgan brand remains strong due to its high brand awareness and large customer base which should stand it in good stead to recover from its dip in brand value over the coming years.

League tables

JP Morgan appears in the following brand league tables:

Rank 73 in the Global 500 2012.
Rank 16 in the Banking 500 2012.
Rank 60 in the Global 500 2011.
Rank 18 in the Banking 500 2011.
Rank 60 in the Global 500 2011.
Rank 14 in the Banking 500 2010.
Rank 58 in the Global 500 2010.
Rank 11 in the Banking 500 2009.
Rank 69 in the Global 500 2009.
Rank 13 in the Banking 500 2008.
Rank 80 in the Global 500 2008.
Rank 113 in the Global 250 2007.
Rank 20 in the Banking 500 2007.
Rank 20 in the Banking 100 2007.