For the fifth consecutive year, brand valuation organisation Interbrand has named Allianz as the world's leading insurer in their Best Global Brands Ranking.
Allianz's global brand value has surpassed US$20.85 billion, marking the first time the company has achieved this milestone. This increase in brand value positions Allianz at number 31, making it one of the fastest-growing global brands.
Interbrand attributes the 11.5% increase in Allianz's global brand value over the past year to its performance in areas such as financial stability, growth, customer service, and employee care. The company's extensive global network includes 159,000 employees, 116,000 agents, and 100,000 brokers, serving 122 million customers in 70 markets under a unified brand strategy.
Allianz's recent strategic efforts have focused on enhancing the brand experience for business customers. Notable initiatives include the rebranding of Euler Hermes to Allianz Trade in 2022 and the formation of Allianz Commercial, which consolidates its mid-corporate and large-corporate insurance businesses globally.
In addition to strategic branding, Allianz has concentrated on making the brand more tangible and building trust through customer experience initiatives and responsive actions to customer feedback. For instance, in Germany, Allianz utilised AI to alert customers about severe weather events.
The company's strong ranking also reflects its diverse range of partnerships and sponsorship activities. These include the Allianz family of stadiums, the global partnership with the Olympic and Paralympic Movements, and local initiatives such as the Allianz Sports Fund in the UK. These efforts have significantly impacted brand awareness and sentiment.
Apart from sports, Allianz has also undertaken initiatives focused on aiding children affected by disasters and conducting a global financial literacy study. These community impact efforts have been recognised as contributing positively to the brand by Interbrand.
“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,” Allianz Holdings UK CEO Colm Holmes said.
“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,” Allianz group strategy, marketing, and distribution officer Bernd Heinemann said.
Elsewhere for the insurance group, Allianz Partners has also recently announced the appointment of Anna Kofoed as the new CEO of travel and member of the board of management.
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