brandZ | RBS

RBS

Company: Royal Bank of Scotland Group PLC

Brand value: US$1,770 million

Headquarter city: Edinburgh

Industry: Banks

Year formed: 1727

RBS has become one of the largest banks in Scotland, providing personal, commercial, corporate and institutional banking services. It has more than 700 branches around the UK, most of which are in Scotland, though has been closing branches as it encourages customers to go digital. In 1997, RBS became the first British bank to launch a complete online banking service, and launched mobile banking in 2007. RBS has expanded by acquiring hundreds of smaller banks over many years, some of which still operate as separate brands, including NatWest, Ulster Bank and Isle of Man Bank. RBS became highly vulnerable during the global financial crisis of 2007 and became part-owned by the UK government in 2008 as part of a rescue arrangement. The bank has since focused on rebuilding public trust and shareholder value. RBS in 2016 stepped away from promoting itself as a global brand and has since focused on its local connections under the banner “We are the Royal Bank of Scotland”. A recent campaign focused on Scottish values, told by following the journey of a £10 note around the country. RBS is listed on the London Stock Exchange.