2018保险100强品牌报告（英文版）_9页_3mb

Summary of Insurance 100 2018

Core Content

The document presents the Brand Finance Insurance 100 2018 report, which ranks the world's most valuable insurance brands based on brand strength and value. It outlines the methodology used for brand valuation, highlights key brands and their performance, and provides insights into the factors that influence brand value in the insurance sector.

Main Points

Brand Finance Overview

• Brand Finance is an independent brand valuation and strategy consultancy established in 1996.
• They bridge the gap between marketing and finance by evaluating brand performance on intangible measures.
• Their Brand Strength Index (BSI) is a key metric, with scores ranging from 0 to 100, and ratings up to AAA+.
• The report emphasizes transparency, independence, technical credibility, and expertise as their core strengths.

Brand Valuation Methodology

• Uses the Royalty Relief approach, compliant with ISO 10668.
• Steps include:
  1. Calculating brand strength based on Marketing Investment, Stakeholder Equity, and Business Performance.
  2. Determining royalty ranges for each industry.
  3. Applying the BSI score to the royalty range to derive a royalty rate.
  4. Estimating brand-specific revenues from parent company data.
  5. Forecasting revenues using historical data and economic growth.
  6. Applying the royalty rate to forecast revenues.
  7. Discounting post-tax revenues to a net present value (NPV) to determine brand value.

Key Insights

Top Brands in 2018

• Ping An (China) topped the list as the most valuable insurance brand for the second consecutive year with a brand value of US$26.2 billion, up 60% from the previous year.
• GEICO (United States) emerged as the strongest brand in terms of Brand Strength Index (BSI), scoring 84.8 and receiving an AAA rating.
• Allianz (Germany) held second place with a brand value of US$20.2 billion, up 33%.
• China Life (China) ranked third with a brand value of US$14.393 billion, up 40%.
• AXA (France) moved up to fourth place, achieving AA+.
• CPIC (China) and PICC (China) entered the top 10, with CPIC ranked sixth and PICC ranked tenth.

Regional Performance

• Chinese brands outperformed others, with an average growth rate of 42%.
• United States and China were the top two countries in terms of brand value, accounting for 20% and 19% of the total, respectively.
• Other regions (including various countries) accounted for 32% of the total brand value.

Notable Brand Value Changes

• MetLife rebounded 23%, reaching US$8.1 billion.
• Allstate and GEICO both saw significant increases in brand value.
• Zurich (Switzerland) remained in the top 10 with no change in brand value.
• Nissay (Japan) and AXA (France) also showed notable growth.

Key Trends

• Chinese insurance brands demonstrated strong performance, driven by market growth and reduced perceived risk.
• GEICO was the only brand to achieve an AAA rating, highlighting its strong brand strength.
• Allianz and AXA showed improvement in brand ratings and value, reflecting global recognition and respect.
• Brand value growth was influenced by Marketing Investment, Stakeholder Equity, and Business Performance.
• Brands with high Marketing Investment but low Stakeholder Equity may have growth potential, while those with strong Business Performance but poor Stakeholder Equity may face challenges in sustaining value.

Brand Finance Services

• Brand Value Reports offer:
  • Insights into brand performance and drivers.
  • Strategy for brand value generation.
  • Benchmarking against competitors.
  • Education for employees.
  • Communication tools for stakeholders.
• Consulting Services include:
  • Brand valuation for intangible assets.
  • Valuation of branded businesses, trademarks, and intangible assets.
  • Support for transactions by leveraging brand value.

Contact Information

• Business Enquiries: Richard Haigh (rd.haigh@brandfinance.com)
• Media Enquiries: Konrad Jagodzinski (k.jagodzinski@brandfinance.com)
• General Enquiries: enquiries@brandfinance.com or +44 (0)207 389 9400
• Regional Contacts:
  • Asia Pacific: Samir Dixit (s.dixit@brandfinance.com)
  • Australia: Mark Crowe (m.crowe@brandfinance.com)
  • Brazil: Geoffrey Hamilton-Jones (g.hamilton-jones@brandfinance.com)
  • Canada: Bill Ratcliffe (b.ratcliffe@brandfinance.com)
  • Caribbean: Nigel Cooper (n.cooper@brandfinance.com)
  • China: Scott Chen (s.chen@brandfinance.com)
  • East Africa: Jawad Jaffer (j.jaffer@brandfinance.com)
  • France: Victoire Ruault (v.ruault@brandfinance.com)
  • Germany: Holger Muhlbauer (h.muehlbauer@brandfinance.com)
  • India: Ajimon Francis (a.francis@brandfinance.com)
  • Indonesia: Jimmy Halim (j.halim@brandfinance.com)
  • Ireland: Simon Haigh (s.haigh@brandfinance.com)
  • Italy: Massimo Pizzo (m.pizzo@brandfinance.com)
  • Mexico & LatAm: Laurence Newell (l.newell@brandfinance.com)
  • Middle East: Andrew Campbell (a.campbell@brandfinance.com)
  • Nigeria: Babatunde Odumeru (t.odumeru@brandfinance.com)
  • Romania: Mihai Bogdan (m.bogdan@brandfinance.com)
  • Spain: Teresa de Lemus (t.delemus@brandfinance.com)
  • South Africa: Jeremy Sampson (j.sampson@brandfinance.com)
  • Sri Lanka: Ruchi Gunewardene (r.gunewardene@brandfinance.com)
  • Turkey: Muhterem Ilgüner (m.ilguner@brandfinance.com)
  • UK: Richard Haigh (rd.haigh@brandfinance.com)
  • USA: Amy Rand (a RAND@brandfinance.com)
  • Vietnam: Lai Tien Manh (m.lai@brandfinance.com)

Additional Information

• The report includes a Brand Value Change 2017-2018 (%), Top 10 Most Valuable Brands, Brand Value Over Time, and Brand Value by Country.
• Brand Finance provides consulting and communications services to help companies understand and leverage their brand value.
• The report underscores the importance of brand equity and stakeholder perceptions in determining brand value and future success.