By Legal Futures Associate Allianz Legal Protection
- Interbrand 2024 Best Global Brands ranking: Allianz jumps to 29th position and further maximises brand value to 23.5 billion USD.
- Strong employee value proposition: Allianz also climbed to 7th place in the Fortune 100 Best Companies to Work for® certification.
- The 2024 Olympic and Paralympic Games in Paris have been the biggest marketing asset for Allianz, uniting athletes from over 200 nations and billions of fans in peaceful competitions.
- Disaster relief efforts for flood events and sustainability commitments contribute to building trust in the Allianz brand.
Allianz’s steady rise to the top of the world’s most powerful brands continued in 2024, driven by a strong employee value proposition, a commitment to building trust through sustainability and societal leadership as well as top-tier partnerships in sport. For the first time, Allianz has been named one of the 30 most valuable brands in the world, moving up two places to the 29th position in this year’s Best Global Brands ranking from Interbrand.
The global insurer with 125 million customers and 157,000 employees has also been recognised as the most valuable financial services brand for the sixth consecutive time, increasing its brand value to 23.5 billion USD (2023: $20.85 billion) and outperforming the financial services sector growth by 7%.
In addition, Allianz was recognised for its strong employer brand and benefits, reaching rank 7 in the Fortune 100 Best Companies to Work for® in Europe 2024 certification, also announced today. With its flexible working model, a wide range of benefits and development opportunities and a steadfast commitment to diversity and inclusion, Allianz is attractive to employees and candidates alike. Globally, 52 Allianz entities are already certified and 16 are currently on the national best lists for their countries.
Serge Raffard, managing director of Allianz UK’s personal lines business, said:
“We are thrilled to have increased our brand strength once again in 2024. Our position as the number one insurance brand in the world reflects the value that Allianz and our employees provide to our customers, giving them confidence and bringing them security and peace of mind.
“This has been an exciting year for us with the introduction of the Allianz brand to the UK personal lines market, and all the positive buzz and profile around the renamed Allianz Stadium at Twickenham. Launching home and motor insurance for UK consumers is a big step in our long-term strategy and I’m proud this has contributed to the growth in Allianz’s global brand value.”
Creating trust as sustainability leader
Insurance is an intangible but stabilizing force for individuals and businesses. At the core of Allianz’s brand promise is the commitment to secure the future of its customers and employees. With the growing impact of climate change, Allianz focuses on supporting customers to become more resilient and expanding the role of insurers in addressing societal challenges. Allianz is widely regarded as a global frontrunner in sustainability, with an ambitious and measurable net-zero transition plan to decarbonize its proprietary property and casualty insurance and investment portfolios. Our commitment is further underscored by Allianz’ social initiatives such as humanitarian aid support and on-the-ground response to communities impacted by the recent floods in Germany in June 2024 and Central Europe in September 2024, as well as its role as a founding partner of ‘Humanity Insured’, an international non-profit organization with the vision to bring insurance-led climate resilience to billions of people.
Paris 2024 – an iconic brand moment for Allianz
Uniting athletes and fans from around the world in peaceful competitions and in a shared belief in openness, respect and inclusion, Allianz helped deliver the Paris 2024 Olympic and Paralympic Games. As exclusive insurance partner of the Olympic and Paralympic Movements, Allianz provided a wide range of solutions for organizers, fans and athletes. The unique festival of sports with many record-breaking athlete performances and spectacular venues engaged over half of the world’s population via broadcast or digital channels.
“The Games have been the iconic brand moment in 2024 and the most significant marketing asset for Allianz to date. Our global ‘One Brand’ strategy under the purpose-driven Allianz master brand is paying off resulting in what is the highest brand value Allianz has ever achieved. Our strong brand is the foundation for growth by helping attract new customers – all based on our promise of giving people confidence in tomorrow,” says Bernd Heinemann, chief strategy, marketing and distribution officer at Allianz SE.
In the lead-up to the Games, Allianz launched its global “Get Ready” campaign across more than 60 markets connecting with millions of customers, consumers and business partners around the world. The activation included 11 broadcast sponsorships, large-scale outdoor advertisements like a giant banner at Tour Neptune or securing over 1 billion impressions in social media globally with 150 content assets in 20 languages. Allianz employees played a key role as brand ambassadors onsite in Paris as torchbearers, volunteers, spectators, and fans.
Partnerships with FC Bayern and Rugby Football Union extended
Leveraging high-profile sport partnerships for creating emotional brand-experience moments, Allianz has extended its long-standing partnership with FC Bayern in 2024. Allianz welcomed Harry Kane as a brand ambassador; as the new sleeve sponsor of FC Bayern men’s team, Allianz is engaging with fans through QR-codes on the shirts, leading to prize draws or raffles.
Further expanding its global family of world-class stadiums, Allianz announced the extension of its partnership with the Rugby Football Union (RFU) and the renaming of Twickenham Stadium to Allianz Stadium in the United Kingdom. As part of the partnership, Allianz will also provide support to the grassroots game to encourage more young people into the sport, building on its successful MoveNow Program. This initiative saw 20 festivals across the UK this summer to celebrate the Olympic and Paralympic partnership and to get more primary school aged children into sport. In addition to these initiatives, many Allianz business entities across the world support national clubs and sport federations in their home markets including Bayern Munich which includes an ambassador relationship with Harry Kane, captain of the England football team.
