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Financial Planning > Behavioral Finance

AXA Continues to Place

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AXA was ranked as the number one global insurance brand by Interbrand in their 2011 ranking of the top 100 global brands. 2011 is the third year in a row that AXA has held a number one ranking. AXA was named the 53rd best global brand overall, up from 56 last year.

Interbrand, which annually ranks the best global brands, uses criteria such as financial performance as well as the role and presence of the brand in the global market to arrive at its rankings. It gauges the change in ranking for global brands as well as any increase or decrease in the overall value of brands. 

AXA’s ability to adapt its services based on customer insights as well as its commitment to offer customers “tangible proofs” coupled with strong senior level management and commitment to the overall brand propelled them to maintain their ranking for a third year.

“I deeply believe we need to have a brand that proves to customers that we are a reliable and responsible company, who will be able to support and protect them through sometimes dramatic events or very long periods of time, and who offers a great value for money based on services,” said Véronique Weill, Chief Operating Officer of the AXA Group. “When we achieve this, we truly redefine standards in our industry. This is our ambition for the AXA brand and I do think it is recognized by our ranking by Interbrand, which also gives us a great responsibility, because we have to keep on earning the trust our clients grant us.”

Other financial services and insurance companies that made the top 100 were:

  • American Express (#23)
  • JP Morgan (#28)
  • HSBC (#32)
  • Goldman Sachs (#38)
  • Citigroup (#42)
  • Morgan Stanley (#54)
  • Allianz (#67)
  • Santander (#68)
  • Visa (#75)
  • Barclays (#79)
  • Credit Suisse (#82)
  • UBS (#92)
  • Zurich (#94)


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