Company: Lloyds Banking Group PLC
Brand value: US$4,084 million
Headquarter city: London
Year formed: 1767
Lloyds Bank is a retail and commercial bank operating from more than 1,000 branches across England and Wales. It provides personal, business, international and private banking, and is considered one of the “big four” UK clearing banks. Lloyds is celebrating its 250th anniversary in 2017. The bank’s parent company, Lloyds Banking Group, was the subject of a £20 billion government bailout during the financial crisis of 2008; in 2017 it became the first of the government-assisted lenders to return to private ownership.
Communications frequently feature a black horse that is readily associated with Lloyds; the brand’s 2017 campaign “By Your Side” shows how the bank has been with the British people through difficult times and will continue to stick by them. This is a departure from the category norm of generally positive imagery and storytelling, and shows the many ups and downs that Britain has seen over the past 250 years. The campaign followed the 2016 “For Your Next Step” campaign, showing the Lloyds black horse running in slow motion through groups of people going through life-changing events. The brand has recently begun working with Macmillan Cancer Support to provide cancer patients and their families with help managing their finances. Lloyds Banking Group is listed on the London Stock Exchange.