Allianz: a successful brand

Financial strength, a globally consistent brand and the digitally enhanced customer experience. A successful brand sums up the success of a business: In the case of global financial services provider Allianz, the brand promises its customers and other stakeholders a satisfying quality experience – whether that is a stable financial performance during the euro and financial crisis, quality products and services tailored to the needs of private and business customers or being an employer that cares about its staff.  


Altogether, Allianz has more than 78 million customers and more than 600,000 Allianz ambassadors such as employees, agents or partners who work towards creating a “One Allianz” experience. In line with this goal, some 80 percent of Allianz businesses operate under the Allianz brand. The latest rebranding project took place in Russia.

According to renowned brand consultancy Interbrand, Allianz’s brand value has gone up by 8 percent and is currently valued at approximately 6.7 billion US-dollars. In the Interbrand ranking of the “Best Global Brands” Allianz ranks 63rd among the world’s top brands.

Interbrand stated that Allianz’s efforts to develop new and innovative approaches to collaborate with clients and prospects helps to foster a consistent brand experience across different markets and products offerings, while establishing an environment of trust among different stakeholder groups and building value.

Allianz is also ranked among the top 50 “Best Global Green Brands” by Interbrand. For several years, also the renowned Dow Jones Sustainability Index has ranked Allianz as the best primary insurer. This shows that Allianz's green efforts are appreciated, be it the installation of an ESG board, investments in renewable energies, climate neutrality of business operations or offering green products.

“A successful business strategy includes not only sound financial results, but first and foremost satisfied customers, who receive excellent service and products tailored to their needs. Customers today want to be served through all different points of contact, so we must invest in technology and push our digitalization strategy forward. Our aim is to be considered a ‘trusted partner’ by our customers, something we strive for in all of our endeavors,” says Christian Deuringer, Head of Global Brand Management at Allianz SE.

Sponsorships tell Allianz story

An excellent package of global and local activities pays into the Allianz brand experience. Allianz focuses on both external and internal events. Through employee engagement, the company seeks to create “brand ambassadors” from within the company, who can share Allianz’s brand story with friends, family and business partners.

Allianz continues to sponsor activities in areas where there is a strong link to our business like road safety and Formula 1 or helping people re-enter life after an accident and our efforts in Paralympic sport. The Allianz Junior Football Camp, the Allianz Golf Camp and the Music Camp with pianist Lang Lang involve young people in intercultural dialogue.

And the “Allianz Family of Stadiums” is also expanding: The latest member, “Allianz Riviera” in Nice was opened in late September – a multi-purpose stadium that was built to be a super-modern and sustainable venue. Another stadium, “Allianz Parque” will open next year in Sao Paulo.

About Interbrand

Interbrand is a brand consultancy which measures the value of the top global brands each year. The ranking calculates the value of a brand based on brand relevance, brand leadership, market position, customer loyalty and diversification.

As with all content published on this site, these statements are subject to our Forward Looking Statement disclaimer:


Katerina Piro
Allianz SE
Phone +49.89.3800-16048
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