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.