Earlier, Millward Brown Optimor, a world renowned firm on brand study, published the ranking of 2012 "Brandz Top 100 Most Valuable Global Brands". Among the 13 Chinese companies in this year's ranking, ICBC remained number one in the category of financial institutions with a brand value of USD 41.518 billion. For the fourth consecutive year ICBC is the world's most valuable brand among the financial firms, demonstrating the rising position and influence of ICBC and large Chinese financial institutions in the global financial sector.

Developed by Millward Brown Optimor since 2006, the "BrandZ Top 100 Most Valuable Global Brands" is one of the most influential global rankings of brand value respected in the field. The ranking takes three critical indexes into account. First, economic value of the brand. Second, brand contribution, or the degree to which brand plays a role in generating earnings, counting the customer perceptions into the assessment system and calculating the brand value by the impact caused to the customers in making buying decisions. Third, Brand multiple, reflecting the recent growth potential of the brand value.

The Bank is moving aggressively in all segments and spending conscious efforts on the reform and innovation since its shareholding restructuring and going public, said an executive with ICBC. The brand of ICBC is one important element of the Bank's core competence with its rich context, strong image and rising value. To a commercial bank, the key to build a high brand value is the level of financial services provided to the public, the recognition and degree of acceptance from the customers. In view of this, ICBC is committed to the philosophy of "customer demand is the key, customer satisfaction is the criteria". Brand commitment is implemented in every aspect of banking operation and customer services, covering every step from product R&D, channel set-up, service environment to customer communication, process restructuring and service management. In serving the customers to go global, ICBC's brand also marches on to the international market and is now a "navigator" and "caretaker" for the Bank to compete in the world. While overseeing a continuous transformation from local bank to global bank, ICBC has established a global financial service network spreading over five continents of Asia, Europe, America, Australia and Africa with well-defined hierarchy, reasonable positioning, diversified channels and highly efficient operation. Leveraging the Group's advantages to build one unified mechanism to push ahead the domestic and overseas business, ICBC is the first Chinese bank to develop and roll out an integrated IT platform for the delivery of high-quality financial services under one standard across the world. As ICBC escalating its global footprint and strengthening its global service capacity and international competitiveness, the brand of ICBC is gaining wider concern and recognition in the worldwide market.

Nowadays, the rich offering of banking products is driven by the demand of customers for diversified, integrated financial services, said industry insiders. Products can be copied, but not the brand. A strong brand leads the consumers to spend and banks to move forward. The potential is huge to use brand to achieve sustainable development. Hence, Chinese commercial banking brand on the rise is an engine for Chinese banks to sustain growth besides gaining strong competitive advantages.