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50
2015
The annual report on the worlds most valuable insurance brands
February 2015
Foreword.
3.
Contents
About Brand Finance
Methodology
Sector Analysis
12
14
Contact Details
15
Brand Finance puts thousands of the worlds biggest brands to the test every year, evaluating which are
the most powerful and most valuable. The Global 500 covers the top 500 from all sectors and is just one
of many annual reports produced by Brand Finance. Visit www.brandfinance.com to discover more.
Global
500
2015
The annual report on the worlds most valuable global brands
February 2015
5.
Methodology
What do we mean by brand?
Branded
Enterprise
E.g.
VW Group
Definitions
+ Enterprise Value the value of the
entire enterprise, made up of
multiple branded businesses
Branded
Business
Brand
E.g.
Bentley
Bentley
Brand
Definition of Brand
Brand Strength
6.
Brand strength
index
(BSI)
Brand
investment
Brand
Royalty rate
Strong
brand
Weak
brand
Brand revenues
Brand value
Brand
equity
Brand
performance
Brand strength
expressed as a BSI
score out of 100.
Forecast revenues
Royalty rate applied to
forecast revenues to
derive brand values.
Post-tax brand
revenues are
discounted to a net
present value (NPV)
which equals the
brand value.
7.
Sector Analysis Insurance
Insurance
50
1
2
3
4
5
8.
-1%
6
7
8
9
10
9.
Sector Analysis Insurance
Top 500 most valuable brands 1-50.
25
Allianz
20
Axa
Generali Group
15
Ping An
10
China Life
Prudential (UK)
0
2007
2008
2009
2010
2011
2012
2013
2014
2015
1
2
3
5
4
7
9
6
10
8
18
20
19
12
17
14
22
27
25
13
16
23
28
21
15
26
30
24
35
33
31
29
32
38
11
36
43
44
37
42
39
40
34
41
45
Allianz
Axa
Generali Group
Ping An
China Life
Prudential (UK)
Nippon Life Insurance
Zurich
Metlife
AIG
Swiss Re
Aviva
CPIC
Dai-Ichi Life
Munich Re
Allstate
Prudential (US)
LIC
AIA
PICC
ING
CNP Assurances
Ergo
Geico
Berkshire Hathaway
Aegon
Travelers
Sompo Japan Nipponkoa
Japan Post Insurance
Progressive
MS&AD
Samsung Fire & Marine Insurance
Manulife
Ace
Mapfre
Aflac
Cathay Life Insurance Co
Scottish Widows
Samsung Life Insurance
Hannover Re
Sun Life
China Taiping
RSA
BUPA
New China Life (NCI)
Swiss Life
Jackson National Life Insurance Company
Chubb
Aon
John Hancock
Domicile
Brand value %
Brand value
($m) 2015
change ($m) 2014
Germany
France
Italy
China
China
UK
Japan
Switzerland
United States
United States
Switzerland
UK
China
Japan
Germany
United States
United States
India
Hong Kong
China
Netherlands
France
Germany
United States
United States
Netherlands
United States
Japan
Japan
United States
Japan
South Korea
Canada
Switzerland
Spain
United States
Taiwan
UK
South Korea
Germany
Canada
Hong Kong
UK
UK
China
Switzerland
UK
United States
UK
Canada
20,937
19,529
13,002
11,513
10,380
7,877
7,713
7,554
7,119
6,587
6,360
6,194
5,899
5,876
5,866
5,687
4,928
4,927
4,829
4,748
4,539
4,480
4,428
4,399
4,291
4,171
4,012
3,715
3,698
3,648
3,574
3,377
3,294
3,194
3,150
3,145
2,710
2,665
2,647
2,500
2,329
2,316
2,303
2,269
2,091
2,053
2,035
1,957
1,936
1,875
3%
2%
-1%
24%
-13%
2%
20,425
19,115
13,163
9,256
11,875
7,688
11%
-13%
2%
-13%
34%
42%
28%
2%
17%
-12%
20%
30%
23%
-20%
-9%
12%
21%
4%
-22%
4%
6,794
8,187
6,481
7,273
4,612
4,156
4,575
5,724
4,875
5,608
4,104
3,719
3,855
5,686
4,940
3,951
3,633
4,140
5,316
3,840
13%
-7%
42%
11%
1%
-11%
2%
3,220
3,862
2,386
2,976
3,162
3,548
3,095
21%
-54%
6%
21%
28%
-3%
16%
2%
1%
-15%
-1%
2,209
5,755
2,367
1,924
1,808
2,365
1,953
2,045
2,035
2,395
1,978
43%
1,309
AA+
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AA
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A+
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AA
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Trademark Audit
+ Transfer pricing
Brand Strength Index
Royalty Rates
+ Competitor benchmarking
Cost of Capital
Sean Connell
Client Services Manager, Brand Finance
s.connell@brandfinance.com
+44 (0)207 389 9400
Contact details.
Contact us.
MARKETING
FINANCE
TAX
LEGAL
+ Brand Valuation
+ Brand Due Diligence
+ Profit Levers Analysis
+ Scenario Modelling
+ Market Research
+ Brand Identity & Customer
Experience Audit
+ Brand Strength Analysis
+ Brand Equity Analysis
+ Perception Mapping
+ Conjoint & Brand/Price
Trade-off Analysis
+ Return on Investment
+ Sponsorship Evaluation
+ Budget Setting
+ Brand Architecture &
Portfolio Evaluation
+ Brand Positioning &
Extension Evaluation
+ Brand Migration
+ Franchising & Licensing
+ BrandCo Strategy
+ Brand Governance Process
+ Brand Tracking
+ Management KPIs
+ Competitor Benchmarking
Brand Analytics
1. M
EA
SU
2.
M
A
RE
Brand &
Business Value
R
TO
I
N
ISE
4. M
O
M
XI
(Brand ROI)
3. M
A
Brand Monitoring
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