By Rosemary Onuoha
AXA has been adjudged the number one global insurance brand for the 9th consecutive year. The ranking was according to Interbrand Best Global Brands 2017.
Interbrand, a brand strategy and design consultancy is recognized internationally for its expertise in brand assessment.
In a statement, the company said that the Best Global Brands ranking established by Interbrand evaluates a brand’s value according to three criteria: its financial performance, the brand’s strength, and the brand’s role in the purchase of its products and services.
“This recognition further confirms AXA brand’s strong ongoing reputation and value which remains the number one global insurance brand, one of the top three financial services brand and 42nd best overall global brand with a brand value of over 11 billion USD,” the statement said.
Also Interbrand stated: “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.”
Commenting on the achievement, Kola Oni, Group Head of Strategy, Planning and Marketing at AXA Mansard Insurance Plc, the Nigerian affiliate of the global insurer, stated: “We are excited to be part of AXA Group, recognized as the Number one insurance brand in the world for the 9th consecutive year. We remain committed to our customers, employees, brokers and agents as we continually innovate to partner with Nigerians to protect their assets and their health. The strength of the AXA Brand is an important enabler for us as we build a world class insurance company with global expertise and local competence”
Amélie Oudéa-Castera, AXA Group Chief Marketing & Digital Officer said, “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.