Citibank Tops Online Banking Survey.

Branding experts Thursday named U.S.-based Citibank as the world_s top online banker and urged competitors to invest in their identities to make the most of the burgeoning digital market. "The Internet offers great opportunities for banks," said Keith Gold, marketing manager for IBM Finance in Europe, Middle East and Africa which carried out a global survey with leading brand consultancy Interbrand Newell and Sorrell. "But if they are to get the greatest benefits from e-business, they must ensure that their brands stand out in cyberspace -- not just that their sites are well-built and easy to use." Citibank, part of Citigroup, led a group of 45 banks followed by Sweden_s ForeningsSparbanken, Finnish-Swedish Meritanordbanken, Sweden_s SEB, Switzerland_s UBS, Wells Fargo and Net Bank of the United States, Britain_s Egg, Credit Suisse Group of Switzerland and Germany_s Commerzbank . Some 37 percent of U.S. homes have Internet access, compared with about 20 percent in Sweden and Finland and 14 percent in Britain, according to industry data. Interbrand, part of Omnicom Group Inc, said each web banking site was scored for accessibility, navigability, customer service, content, technical performance and visual expression. "The top-scoring banks have clear, well-structured web sites that create a strong, consistent "brand experience"," said Gold. "Banks must take steps now to establish their identity if they are to thrive in a digital environment, particularly one in which non-traditional bank brands such as Egg can develop a very strong presence."