Life companies among most valuable insurance brands
By Kirsten Hastings, 2 Mar 18
Axa, Metlife and Zurich have taken some of the top spots among the 100 most valuable insurance brands of 2018, but China is the most dominant country with its companies taking four of the top 10 slots.
For the second consecutive year, Chinese heavyweight Ping An is ranked as having the most valuable insurance brand, according to the 2018 Brand Finance Insurance 100 league table.
Its value grew a staggering 60% to $26.2bn (£19bn, €21.5bn), an increase of $9.8bn from 2017.
This compares with average growth of 32% among the top 10 firms.
David Haigh, chief executive of Brand Finance, said: “Ping An’s brand is safe and well as the company celebrates its 30th anniversary this year. The brand’s growing market share and excellent financial results speak for themselves. Ping An’s equity with customers also continues to grow, but the brand needs to remain attentive to other stakeholders’ perceptions too and stay alert to challenges from competitors.”
Brand Finance calculates value as equal to a net economic benefit that a brand owner would achieve by licensing the brand. Brand strength is also used to determine what proportion of a business’s revenue is contributed by the brand.
Click through the slides above to see the top 10 and where some of the biggest companies ranked.