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Company: Commerzbank AG

Brand value: US$1,240 million

Change since 2018: 2%

Headquarter city: Frankfurt am Main

Category: Banks

Year formed: 1870

Commerzbank serves more than 18 million private and small business customers, as well as more than 60,000 corporate clients, multinationals, financial service providers and institutional clients. It finances approximately 30 percent of Germany’s foreign trade and is a major lender to corporate clients. Commerzbank has around 1,000 branches around the country. It has announced a plan to reinvent the bank to become more digital and more efficient, to better suit the changing preferences of consumers, while maintaining excellent personal consulting services. The strategic plan is called Commerzbank 4.0. The bank positions itself as a brand that represents competence and fairness, and it emphasizes business transparency and its fair treatment of people in its communications. The long-running “Die Bank an Ihrer Seite” (“The Bank at Your Side”) in 2018 made way for a new communications approach, stressing dynamism and the new strategic positioning in its “Digital and personal” campaign.