Allianz
Brand value
$10,951m
Brand rating
AA
Enterprise value
$50,932m
Value / market cap
21.5%
This brand has received no votes.
Market cap
* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.
Performance of the brand
The brand value of Allianz dropped $99 million over the same 8 month period where the value of global brands collectively has fallen by $6.3 trillion. In light of the current economic environment, this drop does not appear to be too dramatic considering the brand value of the Allianz group still stands at an impressive $10,799 million making it the 73rd most valuable brand in the world. Furthermore, this value will probably rise again in line with the recovery of the global economy. Since 2003, Michael Diekmann represents the company as CEO and member of the supervisory board.
In 2006, the Allianz Group decided to rebrand, replacing the old brand with a new one that signalled Allianz’s position as a global leader. The new logo was composed of the brand name illustrated in a new type face (shown above). The company felt a change in brand strategy would strengthen the worldwide flagship brand and safeguard its high brand value whilst streamlining the remaining brands within the global portfolio. Allianz believe that by doing this they can create a direct and familiar link to all their business’s in the relevant areas. The company conducted extensive internal brand research and as a result identified over 40 brands that clients perceived to be weak, consequently all of these were rebranded immediately to become Allianz.
The internal research conducted by Allianz did, however, identify several brands that were perceived to be very strong by clients and in these scenarios the original brand was kept, this is true of Dresdner bank as well as Allianz owned brands in France and Italy.
With regards to the company’s operations in Asia, it was felt that a dual branding strategy would be the most sensible way forward. It enables Allianz to benefit from the customer loyalty and reputation associated with the existing brand as well as making clear its association with a large global insurer and the safety and security that are connotations of the Allianz name.
Last changed December 7, 2011
League tables
Allianz appears in the following brand league tables:
Rank 77 in the
Global 500 2012.
Rank 7 in the
Germany 30 2012.
Rank 78 in the
Global 500 2011.
Rank 78 in the
Global 500 2011.
Rank 7 in the
Germany 30 2011.
Rank 49 in the
Global 500 2010.
Rank 65 in the
Global 500 2009.
Rank 42 in the
Global 500 2008.
Rank 41 in the
Global 250 2007.
2012 brand performance*
Brand value
$10,951m
Brand rating
AA
Enterprise value
$50,932m
Value / ent. value
21.5%
* Figures taken on 31st December 2011.
2011 brand performance*
Brand value
$10,898m
Brand rating
AA
Enterprise value
$50,937m
Value / ent. value
21.4%
* Figures taken on 31st December 2010.
2010 brand performance*
Brand value
$12,836m
Brand rating
AA
Enterprise value
$57,334m
Value / ent. value
22.4%
* Figures taken on 31st December 2009.
2009 brand performance*
Brand value
$8,224m
Brand rating
A+
Enterprise value
-
Value / ent. value
-
* Figures taken on 31st December 2008.
Company history
After its foundation in 1889, the Allianz Versicherungs AG’s endurance had been tested a few years later after the devastating earth quake in San Francisco in 1906, as well as after the catastrophe of the Titanic in 1912. However, in 1922, the subsidiary Allianz Lebensversicherungs AG, focusing on life insurances, was founded. In addition, during the 1920, the Allianz started to buy out several German insurance companies such as the Bayerische Versicherungsbank AG. Between 1933 and 1945, Allianz especially benefited from insuring premises such as Auschwitz and Dachau, which seems morally irresponsible in today’s times. However, today, the insurer stands up to its history by continuously offering support to families affected by the Holocaust.
In the 1970, Allianz continued its acquisitions in order to strengthen its international position by buying out several insurance companies in Germany (Vereinte), France (AGF), Italy (RAS) and the U.S. (Fireman’s Fund). In the year 2001, Allianz recorded negative results (loss of €1.2bn) for the first time. This was primarily due to the acquisition of Dresdner Bank, as well as the 9/11 incidents and the financial crisis. In 2006, the Allianz Versicherungs AG, the Allianz Lebensversicherungs AG, as well as the Allianz Private Krankenversicherungd AG were put under the control of the new holding company Allianz Deutschland AG.
Key people
Michael Diekmann, CEO
After joining the Allianz Group back in 1988, Michael Diekmann became CEO in 2003 and has also been a Member of the Group’s Management Board since March 2000. Within his position, Diekmann is responsible for Asia-Pacific, Central and Eastern Europe, the Middle East, Africa and Group Management Development.
Oliver Bäte, Chief Operating Officer
Since 2008, Oliver Bäte holds the position of Chief Operating Officer at Allianz SE. Since September 2009, he is also a Member of the Board of Management. Before joining Allianz SE, Oliver Bäte has worked for McKinsey & Company for more than ten years where he held the position of Director and Leader of the European Insurance and Asset Management Sector.
Christian Deuringer, Global Brand Management
After joining the Marketing division of Allianz SE in 2003 as Senior Brand Manager, Christian Deuringer is now heading the Global Brand Management Team, particularly focussing on holistic brand management and marketing strategies. Before joining Allianz SE, he served as Marketing Manager for MINI at BMW, as well as Brand Manager at Procter & Gamble.
