The Best Global Brands ranking confirmed the AXA brand’s strong ongoing reputation and value on 25 September: No.1 insurance brand for the 9th consecutive year, and the 3rd best brand across all financial services, with a brand value over USD 11 billion (equivalent to HK$85.8 billion).

According to Interbrand, ‘‘AXA’s commitment to brand is seen as its number one strong point. The organisation has taken the time to define a purpose, vision and values. There is an authentic drive to transform and this will become the foundation for further growth. The ambition to differentiate on experience through a redefined relationship with customers is also viewed as compelling with the potential to change the role of brand if delivered on consistently over time.”

In the past year, AXA has made important shifts in its brand expression such as an identity refresh and advertising platform that demonstrates a simpler, human, and modern brand. The Interbrand ranking achievement is the result of its ongoing commitment to focus on the customers’ genuine needs.

“We are delighted and very proud to be the No.1 insurance brand in the world for the 9th consecutive year. A trusted brand is built on the long term commitment to customers and the meaningful relationships developed with them. This recognition is a strong testament of the collective effort of our colleagues and distributors in making AXA become true partner to our customers. Leveraging our brand strength, we are committed to enhancing the customer experience with unparalleled solutions and services and empowering our customers to live a better life.” Andrea Wong, Chief Marketing and Strategy Officer, AXA Hong Kong.