Thirty Years Ago...

Thirty years ago today, on February 13th, 1985, with its name filed with the WIPO (World Intellectual Property Organization), the AXA brand was born. ALL NEWS  |  Brand
Feb 13, 2015

Our history goes all the way back to 1817, but the AXA brand came into the world officially in 1985. After a period of mergers and acquisitions, Claude Bébéar decided to build a common brand.

Claude Bébéar
Honorary Chairman of AXA

From the very start, my goal was to turn our young entity into a genuine group with solid grounding at the international level. This group needed the support of a global brand - essential if we were to make our affiliates feel like they belonged to a unified whole that would progress by playing to the strengths of all its component parts. I truly believed that a single brand would provide that unity and, in so doing become a source of synergy and power.

For six years straight, AXA has been the number one global insurance brand, as ranked by Interbrand. This distinction recognizes the strength of our global brand as well as its positioning in protection, reaffirmed with the launch of our "Born to Protect" campaigns.

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 proud of the success of our brand. It reflects the trust and commitments of our customers. It is a huge strength in our bid to become an industry benchmark in the emerging markets, to help and support our partnerships and attract the best talent worldwide.

As it has done for the past thirty years, the AXA brand continues to modernize in order to better serve its customers.