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AXA is the 1st global insurance brand


Press Release

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October 5, 2016

published at 2:00 AM CEST

  • AXA joins the top 3 global financial services brands and confirms its ranking in the top 50 global brands. With a 2-position progression, AXA becomes 46th in Interbrand’s Best Global Brands ranking.
  • AXA is the 1st insurance brand worldwide for the 8th consecutive year, with a brand value growth this year of 14%.

    The Best Global Brands ranking today confirms the AXA brand’s strong ongoing reputation and value: 46th best global brand, up 2 spots in a year, 1st insurance brand and the 3rd best brand across all financial services, with a brand value that has gone up by 14% this year. It represents a 49% increase since 2013. It is now valued at USD 10.579 billion.

Véronique Weill

Former Group Chief Customer Officer, in charge of Customer, Brand and Digital, and Chief Executive Officer of AXA Global Asset Management

We are very proud to be the leading insurance brand for the 8th year in a row. I would like to thank our 103 million customers who have trusted us once again this year. I would also like to thank our employees and our distributors for this new achievement. Their daily commitment towards our customers illustrates our new strategic vision: Empower people to live a better life. The AXA brand reflects this mission and we are very pleased to be recognized for our continued efforts.
To achieve this objective, we must have the ability to adapt our own organization to face new challenges, serve societal needs and lead by example. The AXA brand is an extremely valuable asset that is the flagship of our purpose, our values and our culture. Our brand strength is a driver of trust for our 103 million clients, a source of pride for our teams and attractiveness for our 130,000 distributors.

According to Interbrand, “Each year we are impressed by AXA’s transformation. This is a brand that is growing by having the confidence to disrupt its own status quo. They have the ambition to change their category and the capacity to attract and retain the talent to make it happen. They are an inspiring brand that has humility and conviction. When they set out a promise you can be sure it will be delivered on.”

Amélie Oudéa-Castera

AXA Group Chief Marketing and Digital Officer

In recent months, we have continued to expand our presence in new territories, especially Africa. Building on customer insights and new digital capabilities, we have increased our focus and impact on customer experience and strengthened our value proposition across customer segments. We are also developing a partnership and innovation ecosystem to accelerate our transformation, in line with our objective to become a real partner to our clients. At the core of what we do, our brand benefits from all these efforts while supporting them: it is a virtuous circle.


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