Santander is the sixth most valued brand in the world among international banks according to Brand Finance Global 500's 2017 annual ranking. Brand Finance increased the monetary value assigned to Santander's brand to $15.9 billion in 2016, a 2% increase from the prior year. Santander is the most valued banking brand in Continental Europe and Latin America. The Santander brand expresses the bank's unique international positioning and corporate culture which aims to contribute to progress through simple, personal, and fair services.

1. Comunicación Externa.
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NEWS Santander, sixth most valued brand in
the world among international banks
Madrid, 2 February 2017
Santander is the most valued banking brand in Continental Europe and Latin America and sixth in the
world among international financial entities, according to Brand Finance Global 500´s 2017 annual
ranking. Brand Finance, the global leader in brand evaluation and strategic advisory, increased the
monetary value it assigns to Santander´s brand to $15.9 billion in 2016, a 2% increase from the prior
year. It also gave the brand a rating of AA+, one of the highest possible.
In the global classification that includes all sectors, Santander is the most valued Spanish brand
(ranking 81 overall) and Spain´s only banking brand that ranks among the top 100 international brands.
The Santander brand expresses the Bank´s unique and consistent international positioning, as well as
its corporate culture, which aims to contribute to the progress of people and businesses in a manner
that is simple, personal and fair. Santander´s global corporate sponsorships of Formula 1 and soccer
offer its interest groups a homogenous, different, meaningful, memorable and aligned brand
experience across all of the bank´s geographies, business lines, and communication channels.
Juan Manuel Cendoya, senior executive vice president for communication, corporate marketing and
research and Vice Chairman of Santander Spain said, “The Santander brand is among the most valued
in the world. We are the most valued brand in Spain, Europe and Latin America and the sixth in the
world among international financial entities, as established by the most renowned international brand
rankings. A valuable brand is key in today´s world. It helps us recruit and retain talent. It shields us in
crisis and is crucial to the Group´s business activities and investments. It is an important asset of the
Group´s business model that we have to protect and continue to grow.”