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”, said Amélie Oudéa Castera, Marketing and Digital Officer of the Group AXA.
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”, added Paul Bennett, Brand Director of the Group AXA.
“This acknowledgment for the ninth year in a row is testimony not only to the strength of our brand identity, but also the preference for our brand by our customers. This is especially true in Asia where we have built strong leadership positions in several markets, cemented by robust partnerships. The recognition is the result of our ongoing commitment to focus on our customers’ genuine needs. By examining every aspect of how we engage those we serve, we are able to continuously improve our products and services to transform our business and stay ahead. This makes AXA a true partner to our customers, which is core to our goal of serving 100 million customers in Asia by 2030,” said Fréderic Tardy, Regional Chief Marketing, Digital, Data & Customer Officer, AXA Asia.