A bank’s reputation essentially describes how the bank is perceived on the outside. The cachet of a name sends a signal to stakeholders such as clients about the likely credibility of the bank and its products and services. A bank’s name symbolizes its reputation — good or bad.

CIBC — Built for Success reveals the bank’s reputation in wholesale banking as seen through the lens of a large group of board members and senior managers from Fortune Global 500 and Forbes Global 2000 companies. These key decision-makers assessed CIBC’s reputation in wholesale banking across six critical management dimensions: client focus, external engagement, competitiveness, leadership and employee quality, innovation, and business model efficiency and effectiveness.

This study confirms that the effects of reputation on clients are strongest in the service sector, where judgments of quality are especially difficult to make. Reputations are marketable products in and of themselves. There’s a reason why CIBC’s reputation is often rented at a premium. Research participants recognize the value of CIBC’s historical franchise and its venerable name.

COMING SOON [September 2025].