METHODOLOGY
The methodology employed by Brand Finance in this Top 500 Banking Brands listing uses a discounted cash flow (DCF) technique to discount estimated future royalties at an appropriate discount rate, to arrive at a net present value (NPV) of the trademark and associated intellectual property: the brand value.
The steps in this process are to:
1. Obtain brand-specific financial and revenue data. The revenue was then segmented into the following revenue streams: retail banking, commercial banking, wholesale/investment banking, insurance asset management and credit cards.
2. Model the market to identify market demand and the position of individual banks in the context of all other market competitors.
Three forecast periods were used:
- Estimated financial results for 2009 using Institutional Brokers Estimate System (IBES) consensus forecast.
- A five-year forecast period (2010 to 2014) based on three sources: IBES, historic growth and gross domestic product (GDP) growth.
- Perpetuity growth based on a combination of growth expectations (GDP and IBES).
3. Establish the royalty rate for each bank.
This is done by:
- Calculating brand strength - on a scale of zero to 100 - according to a number of attributes such as asset strength, emotional connection, market share and profitability among others.
- Determining the royalty rate for each of the revenue streams mentioned in step one.
- Calculating future royalty income stream.
4. Calculate the discount rate specific to each bank, taking account of its size, geographical presence, reputation, gearing and brand rating.
5. Discount future royalty stream (explicit forecast and perpetuity periods) to a net present value - ie. the brand value.

Brand ratings definitions:
AAA -- Extremely strong
AA -- Very strong
A -- Strong
BBB-B -- Average
CCC-C -- Weak
DDD-D -- Failing
Valuation date: All brand values in the report are for the year ending December 31, 2009.