Market cap

* For banks, enterprise value is substituted with market cap. Source: Bloomberg Finance L.P.

Performance of the brand

The AXA brand value fell this year by $1,598 million when last valued in September 2011. The brand value currently stands at $13,501 million which has caused the company to drop five places to number 54 in the Brand Finance Global 500 along with a fall in rating from AA- to A+. These changes in value can be explained by a poor macroeconomic environment, the French economy has stalled in recent months at 0% growth this summer (2011), combined with the money French banks have lost due to the troubled Greek economy which has caused many problems for the Eurozone overall. The selling off of AXA’s Canadian operations has no doubt reduced the company’s global footprint.

However while Net Income quadrupled, underlying earnings progressed 10%, margins in Life, Property and Cash all grew. It appears that AXA, being a French brand, is being held back from reporting strong brand performance. “Despite all the outside turbulences, I think we are delivering strong results, very well aligned with the long-term ambitions we have defined”. Henri de Castries, president of AXA.

AXA have concluded that consumers are tired of what they perceive to be empty promises. As a result the company undertook an in-depth analysis into their own brand and decided they would no longer make promises. Instead they would demonstrate their ability to respond to clients needs with real and tangible proof of services. After conducting the in-depth analysis the AXA brand changed in the three main areas. Firstly the brand wanted to be portrayed with a simple style, you will not see over rosy views of the world in any AXA adverts but instead real everyday people facing very real everyday problems.

In addition, AXA created a symbol of change the ′switch′ a red diagonal line inserted into their company logo with the aim of symbolizing the new strapline ′redefining standards′. Lastly, the company wanted the brand to be an adaptable signature which they could use in various markets such as, redefining /life insurance, redefining/simplicity, redefining/loyalty etc.

The French insurance brand has recently reintroduced its popular and well known Sun Life brand in the UK. This brand was well received and has been, in part, brought back into play as a result of the continuing growth in the Life Insurance sector, all over Europe life expectancy is rising and insurance companies need to adapt to this change which is exactly what AXA have done.

AXA have recently sold their Canadian business, the 6^th largest insurance company in Canada, to Intact for $2.7 billion. At the same time as the announcement was made of the successful sale of the business, AXA also announced a five year plan to increase earnings 10% by 2015 and also introduce cost cutting measures equating to a total of $2.2billion.

Last changed October 6, 2011

League tables

AXA appears in the following brand league tables:

Rank 61 in the Global 500 2012.
Rank 49 in the Global 500 2011.
Rank 49 in the Global 500 2011.
Rank 31 in the Global 500 2010.
Rank 45 in the Global 500 2009.
Rank 36 in the Global 500 2008.
Rank 38 in the Global 250 2007.