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10 Allianz

Position: #10

Brand: Allianz
Brand value: 5'706 Mio. EUR
Brand value change compared to last year: +6%
Ranking change compared to last year: +1


The Allianz Group is one of the leading integrated financial services providers worldwide. The company continues to build on last year's success, increasing profits by 14.5% in 2014 and with new Chief Executive Officer Oliver Bäte now taking on the challenge of leading the gigantic corporate structure into the digital age. The brand also refined its approach to social media to better engage with customers. The key differentiator is the Allianz Digital Accelerator, which connects the brand with the start-up and entrepreneurial community to drive innovation. Creating new business models and accelerating implementation within Allianz allows the community to better serve and build value for customers. Allianz also deepened its commitment to corporate citizenship by expanding its global sponsorship portfolio. In addition to partnerships with soccer teams such as FC Bayern Munich, Allianz partners with a diverse array of teams, organizations, cultural figures and educational programs. They forge relationships with partners who support diversity and spread awareness about important social issues, for instance Allianz has launched campaigns to generate awareness of parasports. Allianz drives consistency and presence by following the global brand communication concept "ONE," which places the customer at the center of all activities and helps to create a consistent global brand message. The ONE program is now active in more than 30 countries across four lines of business to foster Allianz' positioning as a "Trusted Partner" and to convey an authentic brand experience across different regions, cultures, and customers' needs.

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