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Parent Company: ABN AMRO Group N.V.

Brand value: US$1,921 Mil.

Headquarter City: Amsterdam

Industry: Banks

Year formed: 1991

Although parts of ABN AMRO date back to 1765, its ledger of mergers and acquisitions means that the bank encompasses many histories: banks for overseas Dutchmen, banks serving the cities of Amsterdam and Rotterdam, and the Netherlands’ first non-profit savings bank are just some of the firms that have combined to make up modern ABN AMRO. Today the bank is the Netherlands’ third-largest: a modern, full-service institution with more than 18,000 employees and some €400 billion in assets. True to its diverse background, ABN AMRO serves retail, private, and corporate banking clients, with a primary focus on the Netherlands and strategy is to be a “relationship-driven bank” that also stays on the technological cutting edge, especially in the area of mobile banking. ABN AMRO used to be one of the biggest advertisers in the Netherlands, but in recent years media spend has increasingly focused on digital and radio. The recently launched new Brand Promise is “A world to gain,” brought to life in commercials around ABN AMRO’s efforts to prevent money laundering. Although briefly nationalized during the global financial crisis, ABN AMRO was re-listed on Euronext Amsterdam in 2015.

Responsibility index: 112