For the sixth year in a row, AXA has maintained its position as a leading global insurance brand, placing it among the world's 100 Best Global Brands, alongside Google, Apple, Coca-Cola, and Louis Vuitton.
According to Interbrand, the brand strategy and design consultancy whose "Best Global Brands" ranking has become an industry benchmark, AXA moved up six slots to 53rd place, with a brand worth $8.120 billion.
This climb reflects the success of its initiatives over the past year to develop:
- A global brand, by reinforcing its unique brand positioning in the field of protection,
- A digital brand, by offering customers a digital experience,
- A responsible brand, by addressing the issue of environmental risks.
In one year, the brand has reinforced its global presence, through its repositioning in the United States as AXA US and the development of business in new markets (Colombia, Brazil, and China). This expansion was accompanied by the deployment of our brand positioning in protection, with the launch of new "Born to Protect" campaigns and a "protection now" magazine proposed by AXA on BBC.com focusing on protection initiatives.
Meanwhile, the launch of AXA Drive and other applications and new global partnerships with Facebook and LinkedIn have created a more dynamic and innovative brand image for AXA. AXA has proven that it can drive changes to improve the customer experience and offer digital services perfectly suited to our customers' needs and habits.
Finally, AXA was named by Interbrand as the Best Global Green Brand in insurance, putting AXA in the top 50 of all global green brands. This distinction recognizes AXA's role in fighting the impacts of climate change, through both the AXA Research Fund and its partnership with CARE. AXA's efforts to lessen its environmental footprintits reduced consumption of electricity and water, improved management of waste, and its employees' commitment to initiatives such as CR Week were also highlighted.