2018保险100强品牌报告（英文版）_11页-3mb

Insurance 100 2018 Summary

Core Content

The Insurance 100 2018 report by Brand Finance presents an annual evaluation of the world's most valuable insurance brands. It emphasizes the importance of brand valuation in connecting marketing and financial strategies to maximize profitability. The report highlights how strong brands contribute to financial success and market performance, providing a framework for understanding and leveraging brand value through the Brand Strength Index (BSI) and Royalty Relief Methodology.

Main Points

• Brand Finance is a leading brand valuation and strategy consultancy that helps organizations understand and utilize the financial value of their brands.
• The report discusses the three pillars of brand strength: Marketing Investment, Stakeholder Equity, and Business Performance.
• A Brand Strength Index (BSI) score is assigned to each brand, ranging from 0 to 100, and is used to determine the brand's financial value.
• The Royalty Relief Methodology is the approach used to calculate brand value, based on industry standards (ISO 10668), and involves estimating the brand's value by applying a royalty rate to forecasted revenues.
• The report provides a ranked list of the top 100 insurance brands by value, highlighting the performance of key players in the global insurance market.

Key Information

Top Brands in the Insurance 100 2018

1. Ping An (China) - $26.2 billion, +60% growth
2. Allianz (Germany) - $20.2 billion, +33% growth
3. China Life (China) - $14.393 billion, +40% growth
4. AXA (France) - $13.317 billion, +41% growth
5. AIA (China (Hong Kong)) - $10.27 billion, +4% growth
6. CPIC (China) - $8.738 billion, +65% growth
7. MetLife (United States) - $8.141 billion, +23% growth
8. Allstate (United States) - $7.674 billion, +21% growth
9. PICC (China) - $7.208 billion, +32% growth
10. Zurich (Switzerland) - $7.169 billion, 0% change

Brand Strength Index (BSI)

• GEICO scored the highest BSI at 84.8, earning an AAA rating.
• Ping An scored 84.4, and Allianz scored 79.8.
• The BSI is a tool to assess a brand's strength relative to competitors, based on Marketing Investment, Stakeholder Equity, and Business Performance.

Brand Value by Country

Methodology Overview

• Royalty Relief Methodology is used to estimate brand value by calculating the royalty rate that would be charged for the use of the brand in the open market.
• The BSI score is applied to a sector-specific royalty range to determine the royalty rate.
• Brand value is calculated by discounting post-tax brand revenues to a net present value (NPV).

Conclusion

The report underscores the importance of understanding and measuring brand value to make informed business decisions. It highlights the growing influence of Chinese insurance brands, the rise of GEICO, and the performance of European giants like Allianz and AXA. Brand Finance provides a framework for connecting brand strength to financial outcomes, helping organizations optimize their marketing and financial strategies for long-term profitability.