Capital One 2010 Annual Report Download - page 9
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7
We continue to be very comfortable with our capital and its expected trajectory. TCE has improved consistently.
Regulatory ratios should rise steadily after a temporary decline in the first quarter of 2011, resulting from the
final phase-in of the new accounting rules and an increase in disallowed deferred tax assets that came
with the turn of the calendar year. We expect that Basel III, the latest update of the international Basel Accords
on financial regulation, will not have significant effects on Capital One. In 2011, years before the new
accords take effect, our capital should exceed Basel III required minimums and conservation buffers.
Our powerful brand is a critical strategic asset
The long-term investment we have made in building a strong brand continues to pay off. Capital One is now
one of a handful of financial services companies with a brand that has achieved near-universal awareness
and the scale to advertise on a national level. A brand is a promise, and brand strength comes from keeping
the promise year after year, with great products, great value, and great service. For us, that means constant
innovation and constant improvement. We also work
hard to make sure that Capital One shareholders
are getting the most out of our media expenditures.
Our ads continue to outscore those of our competitors,
ensuring that consumers remember our ads, our
brand, and the compelling reasons to do business
with Capital One. Our “Visigoths” were recently
recognized by Ad Age® magazine as one of the
top-ten advertising icons of the decade.
We also use high-profile sponsorship of
college sports to maintain the visibility of our
brand, with events such as the Capital One
Bowl, ESPN® Bowl Week, and the
Capital One Mascot Challenge. In 2010
Capital One became an official NCAA®
Corporate Champion and the official bank
and credit card of the NCAA®. We also
introduced the Capital One Cup, an annual
award for cumulative on-field performance
in college athletics. The winning schools
will take home the Capital One Cup
Trophy plus $200,000 in graduate-level
scholarships for student athletes.
Capital One’s TV ads continue to lead the banking industry in brand association
and enjoyment, and our “Visigoths” have just been named one of the top-ten
advertising icons of the last decade.