The Best Global Brands ranking today confirms the AXA brand’s strong ongoing reputation and value: 42nd best global brand, up 4 spots in a year, 1st insurance brand for the 9th consecutive year, and the 3rd best brand across all financial services, with a brand value over USD 11 billion.
We are very proud to be the leading insurance brand for the 9th year in a row. I would like to thank our 107 million customers for their continued trust. I would also like to thank our employees and our distributors who contribute passionately day-in, day-out. We are continuing positively on our Ambition 2020 strategy and we are very pleased that our brand is again recognized for its contribution towards our success.
AXA has shifted its purpose to empowering people to live a better life. We are undertaking a deep transformation of our business model with the aim to create more value for our customers, and become a true partner for life. The AXA brand plays a critical role in this transformation journey.
According to Interbrand, ‘‘AXA’s commitment to brand is seen as its number one strong point. The organization has taken the time to define a purpose, vision and values. There is an authentic drive to transform from the inside-out and this will become the foundation for further growth. The ambition to differentiate on experience through a redefined relationship with customers is also viewed as compelling with the potential to change the role of brand if delivered on consistently over time.”
In the past year, we have made important shifts in our brand expression such as an identity refresh and advertising platform that demonstrate a more simple, human, and modern brand. We have continued our global rollout of customer assets, like service quality hallmarks and MyAXA, which create a tangible and distinctive AXA experience.