品牌价值-最有价值和最强大的保险100强品牌2024年度报告（英）-2024.3_市场营销策划_20.docx

BrandFinanceInsurance1002024TheannualreportonthemostvaluableandstrongestInsurancebrandsMarch2024ContentsAboutBrandFinance3Foreword4DavidHaighfChairman&CEOtBrandFinanceRankingAnalysis7BrandValueRanking(USDm)18BrandSpotlights20Zurich21InterviewwithConnyKalcher,GroupChiefCustomerOficerMethodology24OurServices30©2024Allrightsreserved.BrandFinancePlc.Forallotherenquirieenquiriesbrahdfinan+442073899400www.brandfinance.cmediaenquiries,pleaseco'PemyEmlcker/GlobalPressEnquires1p.errickerForbusinessicha<dHaiManagingDirectorrd.haighquiries,PleaSecontaqt:uaton/J.comBridgingthegapbetweenMarketingandFinanceBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.QuantifyingthefinancialvalueofbrandsWeputthousandsoftheworld,sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsectorsandcountries,wepublishover100reportsannually.UniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeOfdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.PridingourselvesontechnicalcredibilityBrandFinance,acharteredaccountancyfirmregulatedbytheInstituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard.ForewordDavidHaighChairman&CEO,BrandFinanceBrandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractinvestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.Astrongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahigherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantageandhelpitweathereconomicdownturnsorindustrydisruptions.Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensOfjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,withthefindingsrepresentingacatalystforfurtherconversations.Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.RequestEachreportincludesexpertrecommendationsfqrgrowingbran<ivalue,drivingperformance,angaininginsightsintoyourJ/!i-j/Repoit-/yourownBrandFinance1SBrandValueRepentprovidesacombieretmlakowj/oftheassumptions,d捋sourceandcalculationsusedtoJlbrand'svalue,aswellequityresearch.GainInsight1.everagestrategicinsightstoenhanceyourbrand'sfinancialstanding.StrategicGuidanceStrategiseeffectivelytopositionyourbrandasamarketleader.BenchmarkYourPerformanceBenchmarkyourbrandagainstindustrystandardsforacompetitiveedgeinthecorporatelandscape.EmpowerYourMarketingTearnEmpoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrand'sfinancialvalue.EnhanceCommunicationOptimisecommunicationchannelsbyunderstandingandarticulatingyourbrand'sfinancialsignificance.DeepenUnderstandingDeepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.GetFullAccesstoourGlobalDataBrandFinance1SGlobalBrandEquityMonitorResearchutilisesacomprehensiveframeworktotrackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbuildingbrandstrength.Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey,retofulfiltheirpotential.Ourbrandequityreportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.O+6,000brandsOriginalmarketresearchonglobal,marketandsectorleadingbrands.Q41countriesComprehensivecoverageformarketspecificlearningsthatinformdecisionmaking.Q3IsectorsBenchmarkyourbrandagainstcompetitorsandleverageindustrylevelinsightstoempoweryourstrategy.C+I50,OOOrespondentsRobustmarketrepresentationforaglobalperspective.Q8thconsecutiveyearTakealongerviewtotrackandlearnfromfastgrowingbrands,marketdisrupters,andmarketleaders.StrategicInsightUnderstandyourbrandsstandinginthemarket,whatit,sknownforrelativetothecompetition,andwhatdrivescustomerdecisionmakingsoyoucancreatearoadmapforsuccess.enquiriesRankingAnalysisWorld,stop5mostvaluableinsurancebrandsretaintheirranksthroughinnovationandadaptabilitystrategies+Top3Chineseinsurancebrandsforgeaheadinbrandvalueandbrandstrength;CPICcatchingupinBSIscore+PingAnprevailsasworld,smostvaluableinsurancebrandsixyearsrunning+Strongestbrandpositionsheadeastwards:APACbrandsclaimtop3strongestledby1.IC+Cloudywithaglimmerofsunshine:strongpremiumforecastsdrivenbyclimatechangeandinflationcreatelargepayoffsinbrandvaluegrowthforNRMAInsuranceandTryg+Germany,sAllianzclockshighestSustainabilityPerceptionsValueofUSD3.7billionRankingAnalysisTop3Chineseinsurancebrandsforgeaheadinbrandvalueandbrandstrength;CPICcatchingupinBSIscoreChinesebrandsPingAn(brandvalueup4%toUSD33.6billion),China1.ifeInsurance(brandvalueup2%toUSD17.5billion)andCPIC(brandvalueup1%toUSD15.3billion)defendedtheirrespective1ut3rdand5thplacesamongthemostvaluableinsurancebrandsinthisyear,srankings,withGermany'sAllianz(brandvalueup17%toUSD24.6billion)andFrance'sAXA(brandvalueup4%toUSD16.6billion)alsoretainingtheirspotsin2ndand4,hplacerespectivelytoformtheTop5.WhilethebrandstrengthsofAllianzandAXAdippedmarginally,withBrandStrengthIndex(BSI)scorereductionsof0.6pointsto77.1of100and1.1pointsto75.7of100respectively,theoppositecanbesaidfortheirChinesecounterpartsamongtheTop5.PingAn'sBSIscorerose0.2pointsto82.4of100andChina1.ifeInsurance'sBSIscoregained0.9pointsto85.9of100.Notably,CPIC,sBSIscoreshowedthegreatestimprovementwitha2.4-pointincreaseto79.9of100allowingthebrandtoclosethemarginwithitspeers.CPICwasalsotheonlybrandinthetop5toseeitsbrandstrengthratingheadnorthwards,fromAA+toAAA-,whilePingAnandChina1.ifeInsuranceretainedtheirAAA-andAAAbrandstrengthratingsrespectively.AllianzandAXAkepttheirAA+brandstrengthratingsaswell.Amidstevolvingregulatorylandscapesandshiftingconsumerbehavioursglobally,Chineseinsurancebrandshaveembraceddigitalisationandcustomercentricstrategiestoenhancecompetitivenessanddrivesustainablegrowthaswitnessedthroughtheiradoptionofartificialintelligence,bigdataanalyticsandblockchaintechnology,amongotherinitiatives.Thesehavefarreachingpositiveoutcomesforthebrands,enablingthemtostreamlineoperations,improveriskmanagementanddeliverpersonalisedservicestocustomers-contributingtoenhancedperceptionsoftheirbrands.CPIC,sperformancecanbeattributedtoitsimproveddigitalcapabilitiesandexpandedproductportfoliocateringtodiversecustomersegmentsasanapproachtoinnovationandcustomer-centricitywhilePingAn,throughthe“SmartInsurance,initiative,leveragesonAltechnologiestostreamlineclaimsprocessing,resultinginfasterandmoreaccurateclaimsettlementsforpolicyholders.©BrandFinancePlc.2024TopIOMostValuableInsuranceBrands2024$16.6bn+4%30D太平洋保险$15.3bn+1%O中(S平安PINGANa*am$33.6bn+4%2OAllianz(jjj)$24.6bn+17%3OO中国%叁,ir,$17.5bn+2%927262XMet1.ifePROGRESSIVE$12.3bn+13%$12.3bn+4%GEICO$14.6bn+3%ThecontinuedgrowthofChineseinsurancebrandsintheglobalmarketunderscorestheirstrategicagilityandrelentlesspursuitofinnovationwhiletheirEuropeancounterpartssuchasAllianzandAXAdemonstrateremarkableadaptabilitythroughcustomer-centricstrategiesanddigitaltransformations.Ourresearchshowsthattheseplayersarewellpoisedforgrowthinanincreasinglycompetitivelandscape.AlexHaighManagingDirector,BrandFinanceAsiaPacificPingAnprevailsasworld,smostvaluableinsurancebrandsixyearsrunningChina'sPingAn(brandvalueup4%toUSD33.6billion)holdsthetitleofmostvaluableinsurancebrandforsixconsecutiveyearssince2018.Ontopofitsimprovementinbrandvalue,PingAnalsomaintaineditsbrandstrengthratingofAAA-withaBSIscoreof82.4outof100resultingfromamarginal0.2-pointimprovement.Itsperformanceisowedtofactorssuchasimprovedbusinessperformance,growthopportunitiesfuelledbyasurgeinpost-pandemictourismandstakeholder-centricinitiativessuchasthebrand'scontinuouseffortstoOfferqualityintegratedservicestosupportChina,sgrowingelderlypopulation,especiallyinitsfocusonelderlycareandPingAn,shealthcareecosystem-"insuranceplushome-basedelderlycare”.Asof2023,thebrand,sone-stopecosystemcombinationofhealthcareandfinancialservicesprovidesmedicalservicestoapproximately64%ofits229millioncustomers.Retainingtheirrespectiverankingsfromlastyear,PingAnisfollowedbyGermany,sAllianz(brandvalueup17%toUSD24.6billion)andChina1.ifeInsurance(brandvalueup2%toUSD17.5billion).Witha17%increaseinbrandvalue,AUianzistheworld*s2ndmostvaluableinsurancebrand.Intermsofbrandstrength,AllianzkeptupitsbrandstrengthratingofAA+althoughitsBSIscoredeclined0.6pointsto77.1of100.Despiteeconomicchallengessuchashighinflationandweakgrowth,AUianz,assetmanagementbusinesshasshownresilience.Tostaycompetitive,Allianzstrivestoexpanditsreachandstrengthenthescaleofitsoperations.Forinstance,throughits2023acquisitionofTuaAssicurazioniinItaly,growingitspresenceinthePropertyandCasualtybusinesssegments.Placing3rdamongthemostvaluablebrandsintherankings,China1.ifeInsurancehasalsomaintaineditsplaceastheworld,sfifthstrongestinsurancebrandwithastellarbrandstrengthratingofAAAanda0.9-pointBSIscoreimprovementto85.9of100.Asidefromitsrobustbrandstrength,China1.ifeInsurance'sstrongperformancealsocomesfromanincreaseinnewbusinessvalueandastablefocusoncoreoperations.In2023,togetherwithNewChina1.ife(NC1.)(brandvalueup5%toUSD4.2billion),China1.ifeInsuranceannouncedaninvestmentofUSD3.5billioneachintoanequityfundmanagedbyHonghuPrivateSecuritiesInvestmentFund.Thefundaimstoboostlong-terminvestmentassetsandenhancecapitalutilisationefficiency.©BrandFinancePlc.202421.ICUrCKSURAMCCV<MATOMOr.N0U22国泰人需CJVMVUtIHMMU88.3+2.963OSDI1.ifeAm*UmmAAJBaOKm85.987.7+4.185.8+l.333NRMAINSURANCE87.0+4.482Gjensidige85.8+4.186.2UNIQA84.5+5.285.9+0.9中国人务jM<iT<Sdtrrtrl9Mtcbplrootollrrs>ri>Qn84.4+ll.5Top10StrongestInsuranceBrands2024Strongestbrandpositionsheadeastwards:APACbrandsclaimtop3strongestledby1.ICBurgeonedbytheregion,seconomicexpansionanddemographicshift,Asia-Pacificbrandsemergedthestrongestamongallinsurancebrandsintherankings.Thestrongestinsurancebrandintheworldis1.IC(brandvalueup0.04%toUSD9.8billion),followedbyCathay1.ifeInsurance(brandvalueup9%toUSD4.9billion)andNRMAInsurance(brandvalueup82%toUSD1.3billion).AllthreebrandspostedimprovementsintheirBSIscores.TheysucceedUnipoISai(brandvaluedown7%toUSD2.7billion)andCanada1.ife(brandvalueup7%to$11.6billion),whichplacedfirstandsecondrespectively,intermsofbrandstrength,in2023.1.ICdemonstratedresiliencebyconservingitsAAAbrandstrengthratingalongwithaBSIscoreincreaseby2.9pointsto88.3of100,despitethebrandencounteringdifficultiessuchasincreasedcompetitionfromprivateinsurers,aswellasaslowdowninthelocaleconomywhichhaveaffecteditsnewbusinesspremiums.Ontheenvironmental,socialandgovernance(ESG)front,1.ICinitiatedaninsuranceplanaimedatchildren,titled*AmritbaalinFebruary.Thisismeanttoprovidechildrenwithsufficientfundsforvariousneeds,includingeducation.Cathay1.ifeInsurancerosebysixplaces,itsBSIscoregaining4.1pointsto87.7of100.ThebrandalsosawanimprovementinitsbrandstrengthratingtoAAA,comparedtoAAA-in2023.Cathay1.ifeInsurancehasputmuchfocusonitsuProtectionFirst,ElderlyFriendlynstrategyduetotheagingpopulationsinTaiwan.Furthermore,itseffortstowardsESGintegrationhavebeenrecognised,suchasbeingrankedinTheInvestorAgenda,sglobaltop-10bestpracticecasestudiesinInvestorClimateActionPlans(ICAPs)in2022.NRMAInsurancesawitsbrandstrengthratingimprovetoAAAfromAAA-in2023.ItsBSIscoreclimbed4.4pointstoreach87.0of100.Thebrand,sstrongshowingwassupportedbyasurgeindemand,aswellasanexpansionofitsmarketreachandcustomerbasethankstothetransitionoftheSGIOandSGICbrandstoNRMAInsurance.Inafirstforthebrand,italsoannouncedinJanuaryacollaborationwithtelevisionnetworkNinetobroadcasttheParis2024OlympicandParalympicGamesthroughoutAustralia.Thiswillallowbothpartnerstoexpandtheirpresenceandnationalreach.©BrandFinancePlc.2024BrandValueChange2023-2024(%)NRMAINSURANCEFinanciolGroup82%66%55%45%35%35%32%28%25%24%Cloudywithaglimmerofsunshine:strongpremiumforecastsdrivenbyclimatechangeandinflationcreatelargepayoffsinbrandvaluegrowthforNRMAInsuranceandTrygRidingonthebackofcapriciousmacroeconomicconditionsmarkedbyhighinflationandclimatechange,insurancebrandshaverespondedbyliftingpremiumsfortheirofferingswhilereducingexposuretomarketsthatexperiencegreatersusceptibilitytotheramificationsofglobalevents.Forinstance,Tryg(brandvalueup66%toUSD1.6billion)announcedinJanuarythatoneofthebrand,s2024strategicfocalpointswouldbetoreduceexposureofitscorporatebusinesstoUSliabilityandpropertyinsuranceoutsidetheNordics-inabidtoimproveprofitabilitywhileminimisingearningsvolatility.Suchincreasingofpremiumshashelpedraisepremiumgrowthandforecasts,leadingtobrandvaluegrowthsforoverhalf-74of100-ofthebrandslistedinthisyear,srankings.Amongthe74brandsthathaveseentheirbrandvaluesgrowfrom2023,srankings,Australia'sNRMAInsurance(brandvalueup82%toUSD1.3billion)andDenmark'sTrygpostedthelargestincreases.NRMAInsurancealsolaysclaimtobeingthethirdstrongestinsurancebrandthisyear,withimprovementsinitsBSIscoreandbrandstrengthrating,whileTrygclockedanastonishingenhancementofitsbrandstrengthwithan18.2-polntincreaseinitsBSIscoreto82.3of100anda4-ratingjumpfromA+toAAA-intermsofbran