After taking into account reputation, service quality and other factors, a national brand value index places a Grand Rapids credit union number nine -- the only Michigan credit union to make the top 10.
According to excerpts from the story:
Bancography has named its top credit union brands for 2009 in its Bancography Brand Value Index. In calculating brand value, Bancography quantifies the proportion of each institution's long-term value based on factors including reputation, service quality, image and market awareness. The brand value index identifies institutions that produce financial results beyond what their capital base, market conditions and competitive environments would predict. Bancography's Brand Value Index quantitatively ranks the brand strength of all U.S. credit unions, banks and thrifts. The index ranks financial institutions brands by the premium they add to each institution's underlying tangible value.
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