ING, Rabobank, ABN AMRO: brand value 2024

In 2024, three banks from the Netherlands made it into a top 100 of most valuable banking brands in the world. The brand value of ING was estimated at roughly 10 billion U.S. dollars, and the brand value of Rabobank at 6.6 billion U.S. dollars. With a brand value of 4.4 billion U.S. dollars, ABN AMRO was also among the 100 leading banks in the world. All three of these banks saw their brand value increase compared to the previous year. These three Dutch banks were also the leading banks in the country in terms of assets.

Banking in the Netherlands is concentrated

At the end of 2023, there were 84 banks in the Netherlands. However, most of the Dutch banking assets were to be found at only a few institutions. The five largest credit institutions in the Netherlands (which includes ING, Rabobank and ABN AMRO) together held around 84 percent of all assets.

Brand value of ING, Rabobank, and ABN AMRO in the Netherlands from 2015 to 2024 (in million U.S. dollars)

Characteristic	ING	Rabobank	ABN AMRO
2015	8,876	7,016	3,354
2016	7,807	7,445	-
2017	8,660	6,026	3,174
2018	9,785	5,751	3,739
2019	11,364	8,270	4,594
2020	11,312	7,708	4,100
2021	9,972	7,573	3,289
2022	9,619	7,724	3,023
2023	9,712	6,174	3,004
2024	10,017	6,551	4,419

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Release date

April 2024

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Region

Netherlands

Survey time period

2015 to 2024

Supplementary notes

The source provides further calculation of brand value context in the methodology section of the report (this calculation is a multiplication of Brand Strength Index, Brand Royalty Rate and brand-specific revenues).

No number was provided for ABN AMRO in 2016.

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