In the aftermath of the huge loss sustained by its London Whale trading desk, JPMorgan Chase’s consumer perception dropped by 25 points to -33, according to research service YouGov. Goldman Sach’s reputation fell to -32 on the index immediately after former employee Greg Smith published a scathing op-ed in the The New York Times resigning from the firm.
The plunge puts JPMorgan's reputation at its lowest level since YouGov began tracking the firm in 2008 by asking respondents, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Previously its lowest score was -22 when it faced public criticism for its use of government bailout money, according to YouGov.
Still, it’s nowhere near the plunge in consumer perception that Goldman Sachs took in April 2010 when the SEC charged the firm with betting against its own Abacus mortgage bonds while pushing them to clients as worthy investments.
Though JPMorgan's reputation hasn't sunk as low as Goldman's lowest, it's been a pretty bad couple of weeks for the bank. Though JPMorgan's CEO Jamie Dimon, avoided ousting three other executives resigned following the loss that may top $30 billion when counting the resulting decrease in the bank's stock value.
The bank is also facing scrutiny from the FBI, the SEC and the Commodity Futures Trading Commission. In addition, credit rating agencies Standard and Poor’s and Fitch have downgraded their assessments of the bank.
Even Dimon admits that his firm's reputation has taken a hit. Immediately following the announcement of the loss, Dimon said it “puts egg on our face,”. Later he referred to the loss as a “black mark” and “an embarrassment.”
Check out JPMorgan Chase's Whale Fail and nine other bank disasters below:
JPMorgan Chase Loses $2 Billion
On May 10th, the U.S.'s largest bank JPMorgan Chase announced one of its London trading desks had lost <a href="http://www.huffingtonpost.com/2012/05/10/jpmorgan-chase-london-whale_n_1507662.html?ref=business" target="_hplink">$2 billion on bad bets on credit derivatives</a>.
UBS Trader Loses $2 Billion
Kweku Adoboli, a trader for Swiss bank UBS, lost <a href="http://www.huffingtonpost.com/2011/09/15/ubs-traders_n_963715.html" target="_hplink">$2 billion on unauthorized trades in September 2011</a>.
MF Global Collapse
Brokerage firm <a href="http://www.huffingtonpost.com/2011/10/31/mf-global-to-file-for-bankruptcy_n_1066902.html" target="_hplink">MF Global filed for Chapter 11 bankruptcy</a> in October 2011 after a failed $6 billion bet on European debt.
Rogue Societe General Trader Loses $6 Billion
Hailed as "history's biggest rogue trading scandal" at the time, French trader Jerome Kerviel was convicted in October 2010 of <a href="http://www.huffingtonpost.com/2010/10/05/jerome-kerviel-rogue-fren_n_750464.html" target="_hplink">losing French bank Societe General around $6 billion</a> due to unauthorized trades.
Bear Sterns Bought By JPMorgan Chase
After a run on investment bank Bear Sterns nearly caused its collapse in 2007, JPMorgan bought the firm for $2 a share the following March, <a href="http://www.businessweek.com/bwdaily/dnflash/content/mar2008/db20080316_356646.htm" target="_hplink">Businessweek</a> reports.
AIG Largest Single Bailout
Insurance company AIG became the recipient of the <a href="http://www.huffingtonpost.com/2012/05/08/aig-bailout-realize-15-billion-profit-taxpaers-gao_n_1498645.html" target="_hplink">largest ever government bailout for a single corporation</a> when a $182 billion rescue package saved it from a liquidity crisis following a <a href="http://www.huffingtonpost.com/2012/05/08/aig-bailout-realize-15-billion-profit-taxpaers-gao_n_1498645.html" target="_hplink">downgrade of its credit rating</a> in 2008.
Washington Mutual Bankruptcy
One of the biggest players in retail banking and mortgages during the housing crisis, Washington Mutual filed for Chapter 11 in September 2008, after sustaining losses on billions of dollars worth of mortgage and home loans, <a href="http://www.cnbc.com/id/46793926/WaMu_Emerges_From_Bankruptcy_Protection" target="_hplink">CNBC</a> reports.
Citigroup came to the brink of collapse after it reported losses around $10 billion in 2007, in part due to failed mortgage investments, <a href="http://money.cnn.com/2008/01/15/news/companies/citigroup_earnings/index.htm" target="_hplink">CNNMoney</a> reported. To keep the bank afloat the government issued <a href="http://www.huffingtonpost.com/2008/11/23/feds-consider-plan-to-res_n_145856.html" target="_hplink">a $20 billion bailout in November of that year</a>.
Merill Lynch Shocks Investors With Big Loss
After projecting a $4.5 billion loss during the third quarter of 2007, Merrill Lynch shocked investors by reporting a $7.9 billion deficit from trading mortgage-backed securities and other structured products, <a href="http://money.cnn.com/magazines/fortune/fortune_archive/2007/11/26/101232838/" target="_hplink">according to CNNMoney</a>.
Barings Bank Collapse
One time star trader Nick Leeson was responsible for sinking British bank Barings after losing $1 billion when an an earthquake struck Kobe, Japan in 1995, causing his investments in the Nikkei to fail as the Japanese stock exchange crashed, <a href="http://www.time.com/time/specials/packages/article/0,28804,1937349_1937350_1937488,00.html" target="_hplink">TIME reported</a>.