Successful brand supports business

"The positive perception of the Allianz brand continues to grow - despite the continuing financial and euro crisis and the resulting lack of trust in banks and insurance companies", says Joseph K. Gross, Global Head of Group Market Management at Allianz SE.

The value of the Allianz brand has gone up by 16 percent, with the brand being currently valued at approx. 6.2 billion US dollars. In the Interbrand ranking of the "Best Global Brands" Allianz ranks 62nd, up 5 places compared to the previous year. The renowned brand consultancy Interbrand assesses the top global brands every year.

"Part of Allianz's resilience during the financial crisis can be attributed to its brand. Positioning itself as a "trusted partner", Allianz has a strong customer focus," says Cassidy Morgan, CEO Central and Eastern Europe of Interbrand. "Having succeeded in putting a human face on its brand, most notably through the global "One" campaign, Allianz now has a unified brand that leverages cost synergies, enhances its global presence, and supports a consistent global brand experience."

The customer base of Allianz continues to grow - at present approximately 600,000 Allianz ambassadors, i.e. employees, agents or partners, support some 76 million customers across the globe. Business results are also at a very high level despite the crisis.

"Having a brand you can trust makes a difference when it comes to purchasing decisions", says Joseph K. Gross. "For us trust and security are not simply buzzwords, but values that we need to make relevant to our customers day in and day out. We succeed thanks to our products and services and the friendly manner in which our employees or partners deal with customers. We also develop appropriate campaigns."

At Allianz advertising and sponsorship are already closely tied together and standardized - but can be adapted for local purposes. Both the "One" campaign and the large sponsorship platforms are set up centrally, implemented locally and thus strategically enriched.

"Communication and sponsorship are key, particularly when your product is intangible ", explains Christian Deuringer, Global Head of Brand Management at Allianz SE. "Because of their emotional appeal, the Allianz sponsorship platforms play a particularly important role."

In 2012 all Allianz sponsoring partnerships were developed at global and local levels. For instance, in addition to the Allianz Arena in Munich, the Allianz Stadium in Sydney, the Allianz Riviera in Nice and the Allianz Park in London joined the "Allianz Family of Stadiums". Allianz's commitment to the Paralympic Movement - that celebrated its highlight this year in London - also applies this global/local principle: From Munich, Allianz oversees the cooperation with the International Paralymic Committee, but in ten countries, Allianz employees are also working directly with local Paralympic organizations.

Growth in the digital area supports customer focus

Strategic brand management also includes the digital space - an area that Allianz is keen to develop further.

“Allianz skillfully uses technology to connect with consumers and improve customer service,” says Cassidy Morgan. “Continuing its mission to become fully digitized, Allianz has offered its annual report as an interactive iPad app and has implemented high-tech solutions that make the “design, quote, obtain” process easier for customers.”

Joseph K. Gross is convinced that "getting ahead in the digital space is key. We want to be available to our customers and other stakeholders when and where they need us. We are in the process of creating digital platforms for work processes, for service, but also for knowledge transfer. After all, knowledge - for instance about mobility, demography or finance - is an asset of the Allianz Group that we want to share with the world at large."

For instance, Allianz has developed an app together with the Formula 1 driver Nico Rosberg that illustrates just how dangerous it can be to be distracted at the wheel. The weather app offers Allianz customers hints on how to protect their property against bad weather well in advance. Allianz even developed a travel app together with Vodafone, offering up-to-date travel protection, a document safe and important information on travelling safely.

In principle, Allianz pursues a one-brand strategy, with more than 80 percent of Allianz companies around the world operating under the Allianz brand (compared to 65 percent in 2007). An example of successful rebranding is Allianz Global Assistance that used to be called Mondial. The renowned brands Rosno and Colseguros are also currently in the process of being rebranded Allianz Russia and Allianz Colombia respectively. However, the Allianz Group also includes some strong boutique brands, which are keeping their names.

Allianz: "Best Global Green Brand" in Financial Services

In the area of sustainability, Allianz once again came top in the Interbrand ranking "Best Global Green Brands" this year. For many years now, Allianz has been committed to sustainability in the areas of insurance, investments and asset management, as well as corporate governance and culture. It develops sustainable solutions for customers, employees and all stakeholders. In the Dow Jones Sustainability Index Allianz has also been the best ranked primary insurer for several years.

What's the use of calculating the value of a brand? How real is such a value ?

Christian Deuringer: Brand value mainly serves as a guiding principle, particularly if it is measured and compared over time. We need to know where we are in relation to the competition - in relation to other insurers and financial services providers, but also in relation to other global brands.

Brands such as Apple or Coca-Cola come top every year. Why are financial services providers further down in the rankings?

The products offered by financial services providers are intangible. If you sign an insurance contract today, you may well make payments for a great many years before ever making a claim - if at all. So it takes a long time before the brand of a financial services provider turns into a genuine experience. This is completely different for a drink or a car: When you buy a car, you can get into it straightaway and experience and touch your investment.

What does the Allianz brand mean to you?

I personally experience the Allianz brand at two different levels: as a customer and employee, but also as the manager in charge of the brand. Buying insurance or making an investment means entering into a long-term partnership with a company, and so it's important to know and trust the brand. As an employee, my perspective is not all that different. I mainly associate our brand with important values: trust, security, support during all phases of life - and all of this with a reassuring tinge of Allianz blue.

Katerina Piro
Allianz Group
Phone +49.89.3800-16048
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