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Allianz Annual Report 2012

Annual Report 2012    Allianz Group110 Economic Sustainable growth through a strong global brand and long-lasting customer relationships ALLIANZ BRAND As a reliable partner, we want to be there whenever people need us, enabling them to progress in life and business. We want to earn their trust through the integrity of our behavior, helping them find the best solutions for their individual needs, keeping our promises and continuously striving for mutual growth. To make this a reality, we have a clear strat- egy, supported by a solid business model and a strong global brand guiding us towards building the strongest ­financial community with and for our customers. Our brand as a business asset The ­Allianz brand 1 plays a key role in driving the future growth of our business. In countries where we are well-­ established, our brand secures the loyalty of our customers and generates interest in a wider range of products and services. In newer markets, it can grow market share via a combination of local presence and global positioning. In 2012, we continued to strengthen our brand as reflected by the following: −− With operating businesses in over 70 countries world- wide, and the rebranding of Mondial Assistance 2, Col­ seguros and Rosno, our ­Allianz branded revenues stood at approximately 83 % (2011: 80 %) of total revenues. Our one-brand vision for ­Allianz leaves room for renowned specialty brands such as PIMCO, one of the largest fixed income asset managers and Euler Hermes, the world’s number one credit insurer. −− Allianz is ranked among the top performers in the finan- cial services sector in the Interbrand 100 Best Global Brands ranking. In 2012, we demonstrated the highest growth rate among all assessed European financial ­services providers, with a brand value growth of +16 %, increasing from USD 5.3 bn in 2011 to approximately USD 6.2 bn in 2012. 1 Our ­Allianz trademark is registered and protected worldwide, as are our domain names. ­Furthermore, we registered our corporate design and brand claim “Allianz. With you from A-Z.” in relevant countries worldwide. With our rebranding activities we extend the scope of our business under the ­Allianz brand beyond the core area of insurance and asset manage- ment. In order to maintain the distinctiveness and strength of our ­Allianz brand we conti­ nuously monitor possible infringements of our trademark applications and registrations by third parties. 2 Rebranding to ­Allianz Global Assistance completed for 22 business units including the head- quarter; six business units will begin migration in the course of 2013. −− In the area of sustainability, ­Allianz once again came out on top of the Interbrand 50 Best Global Green Brands ranking in the category of financial services. Ourbrandisanimportantandvaluableassetandtherefore an essential element of our business strategy. As part of our global brand management process, we use a standardized market research tool to benchmark the performance of the ­Allianz brand regularly against local competitors. The re- search covers over 30,000 consumers in 25 countries. This constant feedback from the market helps us to better under­ stand local value drivers, identify the strengths and poten- tial of our brand along the buying process and optimize resource allocation and brand investments. Authentic communication for trusted relationships The utmost commitment to our customers and their needs is also the cornerstone of our global brand communication concept “ONE”. It places the customer at the center of our activities and is based on real people sharing real experi- ences and advice. Encouraging dialogue and sharing the wealth of our knowledge and expertise with our employees andcustomersisattheheartofourcommunicationstrategy and aims to help us build honest, long-lasting relation- ships with our stakeholders across different media and regions. Since its introduction in 2010, “ONE” has been rolled out in over 30 countries across all business lines and sponsoring platforms. As a global communication concept with numerous local executions, “ONE” ensures a consis- tent brand message around the world and fosters our glob- al positioning as a “Trusted Partner”. Evidenced in our regu- lar brand performance measurement, “ONE” supports us building the brand and the business and thus encourages us to further invest into our global concept. Our global sponsoring platforms have been activated inten­ sivelyonlocallevelsandprovidemillionsoffanswithavery tangible and emotional brand experience. In addition to our established partnerships with Formula 1™, golf with­ St Andrews Links, the Paralympic Movement and the ­AllianzArenawithFCBayernMunich,wealsoexpandedour family of stadiums to include ­Allianz Stadium in Sydney, ­Allianz Riviera in Nice, ­Allianz Park and the Saracens rugby team in London. Our commitment to the Paralympic Move- ment was highlighted by the London 2012 Paralympic Games, the biggest Paralympic Games ever.