Interbrand 2017: AXA is still #1

The AXA brand remains the #1 insurance brand worldwide for the 9th consecutive year, and still part of Top 3 Financial Services brands. It has also continued to move up the ranking, from 46th position to 42nd. ALL NEWS  |  Brand
Sep 25, 2017
Global Insurance Brand
For the 9th consecutive year
Best Brand across all financial services
for the second year in a row
Best Global Brand
46th in 2016

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 customer who give us their trust to continue to support them both today and for the future. I would also like to thank our employees and our distributors who contribute passionately during their daily work. 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.

Why are we still number one?

Last year, AXA gave itself a new purpose: empowering people to live a better life. This purpose better reflects our will to become a true partner for life to our customers and provide more prevention solutions for people in everyday life moments.

Paul Bennett
Global Brand Director, AXA Group

We have made some first bold moves to give life to this empowerment purpose: we revamped our brand expression with 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.

We reinforced our leadership in sustainable development, notably through our two global partnerships: UN Habitat around resilient cities and CARE around women’s financial education. We empower our academic partners for societal progress on key worldwide risk issues with the AXA Research Fund. We also continue to inspire on key topics such as tobacco divestment.

We strengthened our innovation ecosystem composed of AXA Partners, AXA Next, AXA Strategic Ventures, and KAMET, and we have already first successes in delivering new and innovative solutions for our customers, leveraging clean design thinking, open architecture, technology, startups, incubation, and partnerships.

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Tags: Brand