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

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1、BrandFinanceInsurance1002024TheannualreportonthemostvaluableandstrongestInsurancebrandsMarch2024ContentsAboutBrandFinance3Foreword4DavidHaighfChairman&CEOtBrandFinanceRankingAnalysis7BrandValueRanking(USDm)18BrandSpotlights20Zurich21InterviewwithConnyKalcher,GroupChiefCustomerOficerMethodology24OurS

2、ervices302024Allrightsreserved.BrandFinancePlc.Forallotherenquirieenquiriesbrahdfinan+442073899400www.brandfinance.cmediaenquiries,pleasecoPemyEmlcker/GlobalPressEnquires1p.errickerForbusinessichadHaiManagingDirectorrd.haighquiries,PleaSecontaqt:uaton/J.comBridgingthegapbetweenMarketingandFinanceBra

3、ndFinancewassetupin1996withtheaimofbridgingthegapbetweenmarketingandfinance.Formorethan25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.QuantifyingthefinancialvalueofbrandsWeputthousandsoftheworld,sbiggestbrandstothetesteveryyear.Rankingbrandsacrossallsector

4、sandcountries,wepublishover100reportsannually.UniquecombinationofexpertiseOurteamshaveexperienceacrossawiderangeOfdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,totaxandaccounting.PridingourselvesontechnicalcredibilityBrandFinance,acharteredaccountancyfirmregulatedbytheIn

5、stituteofCharteredAccountantsinEnglandandWales,isthefirstbrandvaluationconsultancytojointheInternationalValuationStandardsCouncil.Ourexpertscraftedstandards(ISO10668andISO20671)andourmethodology,certifiedbyAustrianStandards,isofficiallyapprovedbytheMarketingAccountabilityStandardsBoard.ForewordDavid

6、HaighChairman&CEO,BrandFinanceBrandvaluationhelpscompaniesunderstandthevalueoftheirbrandandhowitcontributestotheoverallvalueofthecompany.Thisimportantunderstandingcaninformdecision-makingrelatedtomarketingandbrandingefforts,aswellasprovideabenchmarkforfutureperformance.Itcanalsobeusedtohelpattractin

7、vestorsandsecurefinancing,asastrongbrandcanbeavaluableasset.Additionally,brandvaluationcanbeusefulintheeventofamergeroracquisition,asitcanhelpdeterminethevalueofthebrandbeingacquired.Overall,brandvaluationhelpsorganisationsunderstandtheworthoftheirbrandandhowitfitsintotheiroverallbusinessstrategy.As

8、trongbrandcanleadtoimprovedbusinessreturnsinseveralways.First,astrongbrandcanhelpacompanydifferentiateitselffromitscompetitorsandestablishauniqueidentityinthemarket,whichcanleadtoincreasedcustomerloyaltyandretention.This,inturn,canleadtohighersalesandrevenue.Astrongbrandcanalsohelpacompanycommandahi

9、gherpriceforitsproductsorservices,asconsumersarewillingtopaymoreforabrandtheyperceiveashigh-qualityandtrustworthy.Inaddition,astrongbrandcanhelpacompanyattracttoptalent,asemployeesmaybemoreattractedtoworkforawell-knownandreputablebrand.Finally,astrongbrandcanprovideacompanywithacompetitiveadvantagea

10、ndhelpitweathereconomicdownturnsorindustrydisruptions.Thisyear,BrandFinancehasinvestedmoreinresearchingandunderstandingcustomerperceptionofbrandsacrosstheworldthaneverbefore,withoriginalresearchtakingplaceindozensOfjurisdictionsglobally.Thereportyouarereadingisbasedonthisextensiveoriginalresearch,wi

11、ththefindingsrepresentingacatalystforfurtherconversations.Ifyouwanttohelpbuildastrongerbrand,orifyouwanttobetterunderstandthevalueofyourbrand,pleasecontacttheBrandFinanceteamandIanytime.Ilookforwardtotheconversationandhelpingtobuildamoreprofitablefutureforyourbrand.RequestEachreportincludesexpertrec

12、ommendationsfqrgrowingbranivalue,drivingperformance,angaininginsightsintoyourJ/!i-j/Repoit-/yourownBrandFinance1SBrandValueRepentprovidesacombieretmlakowj/oftheassumptions,d捋sourceandcalculationsusedtoJlbrandsvalue,aswellequityresearch.GainInsight1.everagestrategicinsightstoenhanceyourbrandsfinancia

13、lstanding.StrategicGuidanceStrategiseeffectivelytopositionyourbrandasamarketleader.BenchmarkYourPerformanceBenchmarkyourbrandagainstindustrystandardsforacompetitiveedgeinthecorporatelandscape.EmpowerYourMarketingTearnEmpoweryourmarketingteamwithcomprehensiveknowledgeaboutyourbrandsfinancialvalue.Enh

14、anceCommunicationOptimisecommunicationchannelsbyunderstandingandarticulatingyourbrandsfinancialsignificance.DeepenUnderstandingDeepenyourfinancialacumenandmakewell-informeddecisionsforcorporatesuccess.GetFullAccesstoourGlobalDataBrandFinance1SGlobalBrandEquityMonitorResearchutilisesacomprehensivefra

15、meworktotrackandmeasurethecorebuildingblocksthatunderpinstrongbrands,whiledeliveringnuancedinsightsthatdirectstrategyforunderstanding,maintainingandbuildingbrandstrength.Brands,andcustomerrelationshipwithbrands,arecomplex.Assuchtheyrequireattention,directionandmeasuredsupportifthey,retofulfiltheirpo

16、tential.Ourbrandequityreportsdeliverexpertinsightandrecommendationstopoweryourbrandstrategiesandvaluation.O+6,000brandsOriginalmarketresearchonglobal,marketandsectorleadingbrands.Q41countriesComprehensivecoverageformarketspecificlearningsthatinformdecisionmaking.Q3IsectorsBenchmarkyourbrandagainstco

17、mpetitorsandleverageindustrylevelinsightstoempoweryourstrategy.C+I50,OOOrespondentsRobustmarketrepresentationforaglobalperspective.Q8thconsecutiveyearTakealongerviewtotrackandlearnfromfastgrowingbrands,marketdisrupters,andmarketleaders.StrategicInsightUnderstandyourbrandsstandinginthemarket,whatit,s

18、knownforrelativetothecompetition,andwhatdrivescustomerdecisionmakingsoyoucancreatearoadmapforsuccess.enquiriesRankingAnalysisWorld,stop5mostvaluableinsurancebrandsretaintheirranksthroughinnovationandadaptabilitystrategies+Top3Chineseinsurancebrandsforgeaheadinbrandvalueandbrandstrength;CPICcatchingu

19、pinBSIscore+PingAnprevailsasworld,smostvaluableinsurancebrandsixyearsrunning+Strongestbrandpositionsheadeastwards:APACbrandsclaimtop3strongestledby1.IC+Cloudywithaglimmerofsunshine:strongpremiumforecastsdrivenbyclimatechangeandinflationcreatelargepayoffsinbrandvaluegrowthforNRMAInsuranceandTryg+Germ

20、any,sAllianzclockshighestSustainabilityPerceptionsValueofUSD3.7billionRankingAnalysisTop3Chineseinsurancebrandsforgeaheadinbrandvalueandbrandstrength;CPICcatchingupinBSIscoreChinesebrandsPingAn(brandvalueup4%toUSD33.6billion),China1.ifeInsurance(brandvalueup2%toUSD17.5billion)andCPIC(brandvalueup1%t

21、oUSD15.3billion)defendedtheirrespective1ut3rdand5thplacesamongthemostvaluableinsurancebrandsinthisyear,srankings,withGermanysAllianz(brandvalueup17%toUSD24.6billion)andFrancesAXA(brandvalueup4%toUSD16.6billion)alsoretainingtheirspotsin2ndand4,hplacerespectivelytoformtheTop5.WhilethebrandstrengthsofA

22、llianzandAXAdippedmarginally,withBrandStrengthIndex(BSI)scorereductionsof0.6pointsto77.1of100and1.1pointsto75.7of100respectively,theoppositecanbesaidfortheirChinesecounterpartsamongtheTop5.PingAnsBSIscorerose0.2pointsto82.4of100andChina1.ifeInsurancesBSIscoregained0.9pointsto85.9of100.Notably,CPIC,s

23、BSIscoreshowedthegreatestimprovementwitha2.4-pointincreaseto79.9of100allowingthebrandtoclosethemarginwithitspeers.CPICwasalsotheonlybrandinthetop5toseeitsbrandstrengthratingheadnorthwards,fromAA+toAAA-,whilePingAnandChina1.ifeInsuranceretainedtheirAAA-andAAAbrandstrengthratingsrespectively.Allianzan

24、dAXAkepttheirAA+brandstrengthratingsaswell.Amidstevolvingregulatorylandscapesandshiftingconsumerbehavioursglobally,Chineseinsurancebrandshaveembraceddigitalisationandcustomercentricstrategiestoenhancecompetitivenessanddrivesustainablegrowthaswitnessedthroughtheiradoptionofartificialintelligence,bigd

25、ataanalyticsandblockchaintechnology,amongotherinitiatives.Thesehavefarreachingpositiveoutcomesforthebrands,enablingthemtostreamlineoperations,improveriskmanagementanddeliverpersonalisedservicestocustomers-contributingtoenhancedperceptionsoftheirbrands.CPIC,sperformancecanbeattributedtoitsimproveddig

26、italcapabilitiesandexpandedproductportfoliocateringtodiversecustomersegmentsasanapproachtoinnovationandcustomer-centricitywhilePingAn,throughthe“SmartInsurance,initiative,leveragesonAltechnologiestostreamlineclaimsprocessing,resultinginfasterandmoreaccurateclaimsettlementsforpolicyholders.BrandFinan

27、cePlc.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%ThecontinuedgrowthofChineseinsurancebrandsintheglobalmarketunderscorestheirstrategicagilitya

28、ndrelentlesspursuitofinnovationwhiletheirEuropeancounterpartssuchasAllianzandAXAdemonstrateremarkableadaptabilitythroughcustomer-centricstrategiesanddigitaltransformations.Ourresearchshowsthattheseplayersarewellpoisedforgrowthinanincreasinglycompetitivelandscape.AlexHaighManagingDirector,BrandFinanc

29、eAsiaPacificPingAnprevailsasworld,smostvaluableinsurancebrandsixyearsrunningChinasPingAn(brandvalueup4%toUSD33.6billion)holdsthetitleofmostvaluableinsurancebrandforsixconsecutiveyearssince2018.Ontopofitsimprovementinbrandvalue,PingAnalsomaintaineditsbrandstrengthratingofAAA-withaBSIscoreof82.4outof1

30、00resultingfromamarginal0.2-pointimprovement.Itsperformanceisowedtofactorssuchasimprovedbusinessperformance,growthopportunitiesfuelledbyasurgeinpost-pandemictourismandstakeholder-centricinitiativessuchasthebrandscontinuouseffortstoOfferqualityintegratedservicestosupportChina,sgrowingelderlypopulatio

31、n,especiallyinitsfocusonelderlycareandPingAn,shealthcareecosystem-insuranceplushome-basedelderlycare”.Asof2023,thebrand,sone-stopecosystemcombinationofhealthcareandfinancialservicesprovidesmedicalservicestoapproximately64%ofits229millioncustomers.Retainingtheirrespectiverankingsfromlastyear,PingAnis

32、followedbyGermany,sAllianz(brandvalueup17%toUSD24.6billion)andChina1.ifeInsurance(brandvalueup2%toUSD17.5billion).Witha17%increaseinbrandvalue,AUianzistheworld*s2ndmostvaluableinsurancebrand.Intermsofbrandstrength,AllianzkeptupitsbrandstrengthratingofAA+althoughitsBSIscoredeclined0.6pointsto77.1of10

33、0.Despiteeconomicchallengessuchashighinflationandweakgrowth,AUianz,assetmanagementbusinesshasshownresilience.Tostaycompetitive,Allianzstrivestoexpanditsreachandstrengthenthescaleofitsoperations.Forinstance,throughits2023acquisitionofTuaAssicurazioniinItaly,growingitspresenceinthePropertyandCasualtyb

34、usinesssegments.Placing3rdamongthemostvaluablebrandsintherankings,China1.ifeInsurancehasalsomaintaineditsplaceastheworld,sfifthstrongestinsurancebrandwithastellarbrandstrengthratingofAAAanda0.9-pointBSIscoreimprovementto85.9of100.Asidefromitsrobustbrandstrength,China1.ifeInsurancesstrongperformancea

35、lsocomesfromanincreaseinnewbusinessvalueandastablefocusoncoreoperations.In2023,togetherwithNewChina1.ife(NC1.)(brandvalueup5%toUSD4.2billion),China1.ifeInsuranceannouncedaninvestmentofUSD3.5billioneachintoanequityfundmanagedbyHonghuPrivateSecuritiesInvestmentFund.Thefundaimstoboostlong-terminvestmen

36、tassetsandenhancecapitalutilisationefficiency.BrandFinancePlc.202421.ICUrCKSURAMCCVMATOMOr.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jMiTriQn84.4+ll.5Top10StrongestInsuranceBrands2024Strongestbran

37、dpositionsheadeastwards:APACbrandsclaimtop3strongestledby1.ICBurgeonedbytheregion,seconomicexpansionanddemographicshift,Asia-Pacificbrandsemergedthestrongestamongallinsurancebrandsintherankings.Thestrongestinsurancebrandintheworldis1.IC(brandvalueup0.04%toUSD9.8billion),followedbyCathay1.ifeInsuranc

38、e(brandvalueup9%toUSD4.9billion)andNRMAInsurance(brandvalueup82%toUSD1.3billion).AllthreebrandspostedimprovementsintheirBSIscores.TheysucceedUnipoISai(brandvaluedown7%toUSD2.7billion)andCanada1.ife(brandvalueup7%to$11.6billion),whichplacedfirstandsecondrespectively,intermsofbrandstrength,in2023.1.IC

39、demonstratedresiliencebyconservingitsAAAbrandstrengthratingalongwithaBSIscoreincreaseby2.9pointsto88.3of100,despitethebrandencounteringdifficultiessuchasincreasedcompetitionfromprivateinsurers,aswellasaslowdowninthelocaleconomywhichhaveaffecteditsnewbusinesspremiums.Ontheenvironmental,socialandgover

40、nance(ESG)front,1.ICinitiatedaninsuranceplanaimedatchildren,titled*AmritbaalinFebruary.Thisismeanttoprovidechildrenwithsufficientfundsforvariousneeds,includingeducation.Cathay1.ifeInsurancerosebysixplaces,itsBSIscoregaining4.1pointsto87.7of100.ThebrandalsosawanimprovementinitsbrandstrengthratingtoAA

41、A,comparedtoAAA-in2023.Cathay1.ifeInsurancehasputmuchfocusonitsuProtectionFirst,ElderlyFriendlynstrategyduetotheagingpopulationsinTaiwan.Furthermore,itseffortstowardsESGintegrationhavebeenrecognised,suchasbeingrankedinTheInvestorAgenda,sglobaltop-10bestpracticecasestudiesinInvestorClimateActionPlans

42、(ICAPs)in2022.NRMAInsurancesawitsbrandstrengthratingimprovetoAAAfromAAA-in2023.ItsBSIscoreclimbed4.4pointstoreach87.0of100.Thebrand,sstrongshowingwassupportedbyasurgeindemand,aswellasanexpansionofitsmarketreachandcustomerbasethankstothetransitionoftheSGIOandSGICbrandstoNRMAInsurance.Inafirstforthebr

43、and,italsoannouncedinJanuaryacollaborationwithtelevisionnetworkNinetobroadcasttheParis2024OlympicandParalympicGamesthroughoutAustralia.Thiswillallowbothpartnerstoexpandtheirpresenceandnationalreach.BrandFinancePlc.2024BrandValueChange2023-2024(%)NRMAINSURANCEFinanciolGroup82%66%55%45%35%35%32%28%25%

44、24%Cloudywithaglimmerofsunshine:strongpremiumforecastsdrivenbyclimatechangeandinflationcreatelargepayoffsinbrandvaluegrowthforNRMAInsuranceandTrygRidingonthebackofcapriciousmacroeconomicconditionsmarkedbyhighinflationandclimatechange,insurancebrandshaverespondedbyliftingpremiumsfortheirofferingswhil

45、ereducingexposuretomarketsthatexperiencegreatersusceptibilitytotheramificationsofglobalevents.Forinstance,Tryg(brandvalueup66%toUSD1.6billion)announcedinJanuarythatoneofthebrand,s2024strategicfocalpointswouldbetoreduceexposureofitscorporatebusinesstoUSliabilityandpropertyinsuranceoutsidetheNordics-i

46、nabidtoimproveprofitabilitywhileminimisingearningsvolatility.Suchincreasingofpremiumshashelpedraisepremiumgrowthandforecasts,leadingtobrandvaluegrowthsforoverhalf-74of100-ofthebrandslistedinthisyear,srankings.Amongthe74brandsthathaveseentheirbrandvaluesgrowfrom2023,srankings,AustraliasNRMAInsurance(

47、brandvalueup82%toUSD1.3billion)andDenmarksTrygpostedthelargestincreases.NRMAInsurancealsolaysclaimtobeingthethirdstrongestinsurancebrandthisyear,withimprovementsinitsBSIscoreandbrandstrengthrating,whileTrygclockedanastonishingenhancementofitsbrandstrengthwithan18.2-polntincreaseinitsBSIscoreto82.3of100anda4-ratingjumpfromA+toAAA-intermsofbran