Authored by Allianz
For the fifth year in a row Interbrand have ranked Allianz as the world’s number one insurer in their Best Global Brands Ranking. With a global brand value topping 20.85 billion US dollars for the first time, Allianz has moved up three places to #31– among the fastest growing global brands.
According to Interbrand Allianz’s global brand value has increased by 11.5% in the last year. This is due to success in metrics including financial stability and growth, delivery for customers and care for employees. Across the world 159,000 employees, 116,000 agents and 100,000 brokers support 122 million customers across 70 markets under a global one brand strategy.
Most recently the strategic focus has been on simplifying brand experience for business customers including the rebrand of Euler Hermes to Allianz Trade in 2022 and the formation of Allianz Commercial bringing together the global and local Mid-Corporate and Large-Corporate insurance businesses under one strategy to serve the smallest traders to the largest multinationals.
Allianz also set out to make the brand more tangible and build trust through dedicated global customer experience initiatives and by acting on customer feedback. For example Allianz helped customers in Germany prepare severe weather events through an AI alert.
Allianz’s strong position in the ranking is also based on the wide range of range of well-established partnerships and sponsorship activities that continue to create real-life touchpoints and strong brand-experience moments. The Allianz family of stadiums, the global partnership with the Olympic and Paralympic Movements, and many local initiatives such as the Allianz Sports Fund (where UK brokers can nominate local clubs and societies) have a positive impact on brand awareness and sentiment. The focus hasn’t all been on sport however, with initiatives to help children impacted by disasters and the global financial literacy study also recognised by Interbrand as a few of the many examples of the brand impacting communities in a positive way.
Colm Holmes, CEO Allianz Holdings, UK, commented: “This is an exciting announcement and demonstrates that Allianz is a global powerhouse. In such a competitive market we understand the importance of having a brand that people recognise and trust.
“We have a long history in the UK and I’m proud of the impact we have in business and society. Congratulations and thank you to all our people for living our values and supporting our customers every day.”
Bernd Heinemann, Group Strategy, Marketing and Distribution Officer at Allianz SE: “Our position in the Best Global Brands ranking is the strongest ever. This affirms the growing strength of the Allianz brand and the trust bestowed upon us by customers, agents and brokers, business partners, and employees.
“Being the #1 insurer is just the beginning. Allianz is looking beyond the industry and aspires to compete with the world’s most valuable brands. In this league, all players have one thing in common: a deep understanding of the value their brands bring to their businesses.”
Notes to editors:
1) More details on Allianz’s brand strategy are available on Allianz.com2) Interbrand Methodology
Interbrand has over 30 years of experience delivering brand valuation analysis, having designed, and led the world’s first brand valuation in 1988. Interbrand was the first company to have its brand valuation methodology certified as compliant with the requirements of ISO 10668 (requirements for monetary brand valuation) and played a key role in the development of the standard itself.
There are three key pieces of analysis that form the basis of Interbrand’s valuation methodology:
The financial performance of the branded products or servicesThe role the brand plays in purchase decisionsThe brand’s competitive strength and its ability to create loyalty and, therefore, sustainable demand and profit into the future.
In this decade of possibility, brands that aspire to true leadership must not only deliver exceptional experiences for their customers, but are increasingly expected to act with integrity, doing the right thing by people and planet. This is why Interbrand has further integrated the role and impact of a brand’s environmental, societal and governance activities into its methodology for the measurement of the strength and value of a brand.