Sberbank Crowned Top Russian Global Brand

According to Millward Brown Optimor's annual "Top 100 Most Valuable Global Brands" rating, Sberbank is the strongest Russian brands globally, with a value of $10.6 billion. Russia's largest bank jumped 25 spots on the list, landing at 74th place -- ahead of 85th ranked Mobile TeleSystems, the only other Russian brand to make the list. The rating measures brand value based on a combination of the brand's contribution to corporate earnings and expected future earnings, and covers more than 50,000 brands in more than 30 countries. "The high appreciation of the Sberbank brand is due to the bank's record-breaking financial results as well as the changes in the perceptions of the bank's customers, related primarily to the changes in the level of service," said Denis Bugrov, the bank's senior vice president, in a statement. "A new image of Sberbank is being formed as a modern, high-tech and customer-friendly company,"he added.  Other Russian brands, including Aeroflot and Russian Railways, have also recently undertaken rebranding efforts but so far failed to make it to the top 100. The total value of the brands in the 2012 rating reached $2.4 trillion. Apple kept its grip on the top spot with a brand value of $183 billion. Other brands in the top five included IBM, Google, McDonald's and Microsoft.



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