A study published by WPP and Kantar Millward Brown found that payments companies ranked among the top 100 most valuable US brands in 2019. BrandZ is the world's largest brand equity database Payments firms rank highly in brand value: In the BrandZ US Top 100 list, payments companies fared well, as Visa came in as the fifth most valuable brand in the US, with $163.9 billion in brand value. Mastercard was tenth, with brand value of $91.9 billion. PayPal and American Express came in at #19 and #24, respectively. Every payments company in the rankings grew substantially in 2018, with Amex as the laggard, growing 23 percent. Other financial brands on the list include Citi (#36), Chase (#39), JP Morgan (#41), Bank of America (#44), and US Bank (#49). What influences brand equity: The study found that brands that provided a great customer experience and were perceived as innovative grew the most in value. Why brand equity might matter: Brands perceived as innovative were found to grow 2.4 times faster than other brands, according to the study. US payments firms are generally seen as being more innovative with better customer experiences than the typical large bank -- hence, their higher ranking.