CATEGORY ANALYSIS FINANCIAL SERVICES
The top Asia-Pacific banking brands are largely local players. Only the top two bank brands, HSBC 1 and Citibank 2 have strong brand presence across most markets. But even HSBC, which used to be known as 'the world's local bank' and boasts a renewed presence globally thanks to the world's largest out-of-home campaign across international airports, is only the top brand in its home market of Hong...
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