HSBC

HSBC is an investment bank and financial services holding company. In 2020, it was the sixth largest bank in the world and the largest in Europe. Coming in at number 19, it receives a score of 7.64.

Its brand scores consistently highly across several criteria. It has strong, tailored propositions for its stakeholder groups, a single-minded, overarching brand idea and a strong narrative that is aligned with its purpose. Additionally, both the visual and verbal identity are consistently applied, especially across its website. At the forefront of developing the sustainable finance market, HSBC shines brightest for its ESG and sustainability strategy. It launched the world’s first bond that specifically supports the UN’s SDGs, and it became a founding member in the Climate Finance Leadership Initiative helping to mobilise the industry to take action on climate. This sort of advocacy and leadership is exemplary in the financial services sector. The main opportunity for HSBC lies in developing more ownable values. There are inconsistencies in the headlines which makes them less coherent and credible.