Only two points separate Crdit Mutuel from Crdit Agricole in terms of brand image. Once untouchable, the mutual bank appears to be a slightly more fragile leader. As for insurers, Macif remains in the lead.
A little slack on one side (-2 points); a real boost from the other (+5). The gap in brand image between Crdit Mutuel and Crdit Agricole narrowed significantly in the 4th quarter of 2023, according to the new wave of the Posternak/Ifop barometer (1). The two mutualist brands are no longer separated by only 2 points.
Crdit Mutuel is also the only brand to suffer a erosion of its image. Because, for the rest, the average bank index continues to increase (+3), notes Claude Posternak, founder of the barometer. Some are even doing much better, such as Banque Populaire which, on the strength of its victory in the Jacques Vabre transatlantic race, achieved the largest increase (+9), notes the communicator, and moved up to 3rd place.
BoursoBank is also among the winners of the quarter. The online bank with 5 million customers gains 4 points and moves up to 6th place, behind Caisse d’Epargne and CIC, but ahead of BNP Paribas, Socit Generale (its sole shareholder), La Banque Postale and LCL, which is still closing the walk.
| Banks | Points | Progress |
|---|---|---|
| 1. Credit Mutuel | 48 | -2 |
| 2. Credit Agricole | 46 | +5 |
| 3. Popular Bank | 40 | 9 |
| 4. Savings Bank | 34 | = |
| 5. CIC | 28 | +1 |
| 6. Boursorama | 23 | +4 |
| 7. BNP Paribas | 21 | +4 |
| 7. General Society | 21 | +2 |
| 9. The Postal Bank | 19 | +1 |
| 10. LCL | 15 | +1 |
Source: Posternak-Ifop Barometer, carried out from November 2 to 6, 2023 on a representative national sample of 1,001 French people aged 18 and over. The image index corresponds to the difference between the % of interviews declaring that they have a good image and the % of interviews declaring that they have a bad image of the company.
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Insurers: Macif and Maif maintain their lead
On the insurers’ side, it’s the status quo. The two most popular brands remain Macif, which consolidates its first place acquired last quarter, and Maif, quite clearly ahead of Groupama.
| Insurance companies | Points | Progress |
|---|---|---|
| 1. Macif | 52 | +3 |
| 2. Maif | 50 | +2 |
| 2. Groupama | 43 | +2 |
| 4. Maaf | 41 | +2 |
| 5. MMA | 39 | +1 |
| 6. GMF | 37 | = |
| 7. Ax | 30 | +1 |
Source: Posternak-Ifop Barometer, carried out from November 2 to 6, 2023 on a representative national sample of 1,001 French people aged 18 and over. The image index corresponds to the difference between the % of interviews declaring that they have a good image and the % of interviews declaring that they have a bad image of the company.
Industrial brands dominate
Macif is, moreover, the only brand in the financial sector to appear in the top 10 of the image barometer. At a time when the industrialization of the country has become a topical subject, in the absence of a reality, this classification is dominated by major brands in the automotive and aeronautical sector: Michelin is first, Peugeot tied for third, Citron sixth. Renault, which has gained eight points in one semester, is eighth. Finally, Airbus occupies tenth place.
Another sector adored by the French, mass distribution. Leclerc remains 2nd in the ranking, but sees Intermarch getting closer (3rd), the favor of an increase of 10 points in 6 months.
(1) Survey carried out from November 2 to 6, 2023 on a national sample representative of the French population, made up of 1,001 people aged 18 and over. The image index corresponds to the difference between the % of interviews declaring that they have a good image and the % of interviews declaring that they have a bad image of the company.