PressNewsCompanyPoint of view: 'To see what makes our customers tick'

3 questions, 3 answers

'To see what makes our customers tick'

Service & Contacts

Allianz Group Communications
Koeniginstr. 28
80802 Munich
Germany

Contact overview

Receive the latest Allianz news.

Newsletter

Follow Allianz in the social networks:

Facebook
Twitter
Google+
LinkedIn

  • Contact

  • Newsletter

  • Social Media

According to the 'Best global brands' ranking provided by Interbrand, the Allianz brand value has increased by ten percent since last year. Christian Deuringer, director of Global Brand Management, talks about what this ranking really means and what Allianz will do to continue scoring more points in the future.

 

Allianz SE
Munich, Oct 07, 2015

Allianz-Dr. Christian Deuringer, director of Global Brand Management: “You can't really move forward in life if you don't take calculated risks.“ Dr. Christian Deuringer, director of Global Brand Management: “You can't really move forward in life if you don't take calculated risks.“

Allianz.com: a ten percent rise in the brand value, a small step forward in the ranking. Are you happy with where Allianz is placed in the Interbrand ranking?
 

Christian Deuringer: The Allianz brand value is growing quicker than the market itself, which meant we could edge forward in the ranking, moving up from 55th to 54th place. A success, especially if you bear in mind that we made a big step forward since 2007. Back then we entered the ranking in 80th place with a brand value of 4 billion US dollars. It has now grown to 8.5 billion, more than double what it once was. Our aim, of course, is to continue our ascent in the ranking. In the long-term we will use the strongest consumer good and technology brands as a yardstick.
 

What can we do to improve in that area?
 

Ultimately, it's all about operating in a much more customer-centric fashion. Major players like Apple show us how it's done: customers get a product tailored perfectly to their needs. Times when they wanted to grapple with something complicated are long gone. We have to work out what really makes our customers tick. The new positioning of our brand is an affirmation that our customers consciously take calculated risks. You can't really move forward in life if you don't. We are convinced we have chosen the right way as far as relevance and differentiation are concerned.
 

What is the significance of Interbrand?
 

The ranking consists of three pillars: financial strength of the business model and its anticipated development, the role played by the brand in purchasing decisions and the brand's actual strength. The exact criteria for this system are a closely guarded secret, much like the Coke recipe of Coca-Cola. The response it has received from the media and its increasing prevalence are proof that Interbrand is one of the world's leading brand rankings. The results of Interbrand's evaluations provide valuable tips on how we can improve and develop Allianz into an even stronger brand.

  Forward Looking Statement disclaimer

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

 

  Press contact

Bettina Sattler
​Allianz SE
Phone +49.89.3800-16048
Send e-mail

  More at allianz.com

New partner for identification platform Verimi

Allianz-New partner for identification platform Verimi
Dec 11, 2017 | Allianz SE

The new European identification, registration and data platform Verimi welcomes further support: Giesecke+Devrient (G+D), world market leader for the validation of payment transactions, identification, connectivity and data becomes a new shareholder. 

More...

Millennials are optimistic pessimists

Allianz-Beware of generation generalizations
Dec 11, 2017 | Allianz SE

For people decidedly glum about the fortunes of their generation, millennials remain incredibly upbeat about their personal prospects, finds an Allianz study on millennials and their work attitudes and expectations

More...

Euler Hermes Rating launches new SME & MidCap Rating Service in France

Allianz-Euler Hermes Rating Launches New SME & MidCap Rating Service in France
Dec 06, 2017 | Allianz SE

Euler Hermes, the world’s leading trade credit insurer, today announced the French launch of TRIBRating, a new rating service specifically designed for SMEs and MidCaps, offered by Euler Hermes Rating. 

More...
More...