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27.09.2017
1996
The international company Interbrand has published its annual ranking "Best Global Brands - 2017". The AXA brand took 42nd place among the TOP-100 global brands, and was also recognized as the No. 1 insurance brand in the world for the ninth consecutive year. The insurance company Allianz took 49th place.
Consulting company Interbrand, one of the world leaders in the field of branding, has been presenting its report on the best global brands every year since 1988. The company's methodology involves analyzing three groups of indicators: financial forecasts, the role of the brand in the client's choice and the strength of the brand, which ultimately affect the brand value.
In general, in terms of total value, brands in the financial sector are in third place. The first place is taken by the technology industry (15 brands - Apple, Google, Microsoft, etc.), the second is the automotive industry (16 brands - Toyota, Mercedes-Benz, BMW, etc.). In total, there are 12 brands in the financial sector, the first positions among which are occupied by American Express, J.P. Morgan and AXA.
In the 2017 rating, the AXA brand took 42nd place, thereby improving the result of the previous year by 4 positions (46th place in 2016). The brand value increased by 5% compared to 2016, and currently stands at about $11 billion.
Allianz took 49th place. The brand value increased by 6% compared to 2016, and currently stands at about $10 billion.
Interbrand analysts note that strong brands significantly affect business growth, as they are important for customer decision-making and influence their loyalty. On the other hand, brands help attract, motivate and retain staff. The slogan of the report this year “Grow. Change. Grow” reflects the demands of today's rapidly changing world.
“I would like to thank our 107 million customers for their trust, and also to say thank you to our employees and partners who contribute to the overall result every day,” says Amélie Oudéa-Castera, Marketing and Digital Director of the AXA Group. "We are in the process of deeply transforming our business model to create great value for our clients and become true partners for life."
Advisors expect AXA Group to build on its strengths and to usher in a new era of transformation for the entire insurance industry. The focus on the client, reinforced by the new strategy of the AXA group, can become the starting point for the next wave of development.
- "A distinctive feature of the companies in the TOP-10 best brands this year is an exceptional understanding that the client always comes first," Nonna Ruda, Director of Marketing and Communications at AXA Insurance, comments on the ranking. "In the new strategy, we also emphasize understanding our clients, anticipating their wishes and striving to make their lives better."
Source: Forinsurer
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