AXA has maintained its ranking as the number one global insurance brand and joined the top 50-best performing brands in 2015, according to brand strategy and design consultancy, Interbrand.

AXA Group rose five places compared to 2014, reaching 48th place in the 2015 Best Global Brands ranking.
The insurer also joins the top 50 of Interbrand, which values the brand at $9.254trn.

AXA said the rise in the rankings acknowledges AXA’s positioning in key sectors and its decisive initiatives, which enabled the Group to exceed its objectives and affirm its position as global leader.

For example, in 2015 AXA strengthened its innovation ecosystem, particularly in Asia. AXA Lab, already present in San Francisco, was set up in Shanghai; the Data Innovation Lab, active in Paris since 2014, arrived in Singapore; and AXA Strategic Ventures, created in February and already present in San Francisco, New York, London, Paris, Zurich and Berlin, opened an operation in Hong Kong.

Furthermore, 2015 saw the creation of Kamet a technology innovation incubator at the service of insurance customers.

Interbrand’s 16th annual Best Global Brands report, released on 5 October identifies the 100 most valuable global brands.
For the third year in a row, Apple (#1) and Google (#2) claimed the top positions. Valued at $170.28bn, Interbrand said Apple increased its brand value by 43%.

The consultancy said Google, valued at $120.3bn increased its brand value by 12%. Microsoft (#4) edges ahead of IBM (#5), and Amazon (#10) enters the Top 10 for the first time with a brand value of $37.95bn.

Jez Frampton, Interbrand’s global CEO said "As people demand immediate, personalised and tailored experiences, business and brands need to move at the speed of life. "Many of the brands in this year’s Top 100 are so intuitively aligned with people’s priorities that they are able to seamlessly integrate into their everyday lives."

Interbrand’s ranking is based on a combination of attributes that contribute to a brand’s cumulative value. These include:

  • The financial performance of the branded products and services
  • The role the brand plays in influencing customer choice
  • The strength the brand has to command a premium price or secure earnings for the company