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AXA – in 2020 #8 (-1)

Parent Company: AXA Group

Brand Value 2020: $6,991m (US$)

Change since 2019: 0%

Headquarter City: Paris

Category: Insurance

Year Formed: 1985

AXA provides a range of insurance products along with savings and pension services and related financial products. Its heritage stretches back 200 years, and it has been known by the AXA name since 1985. It operates in 61 countries and serves more than 105 million customers worldwide. In late 2017, the group announced a simplification of its operating model, in part to enable its companies to get closer to the consumers they serve. At the beginning of 2019 AXA unveiled its global Know you Can campaign, featuring US professional tennis player Serena Williams, who shared her life story, as well as players from Liverpool football club, for which AXA is the global insurance partner. The campaign is part of AXA’s new brand promise and positioning as the encouraging partner who helps customers feel more confident to achieve their goals and to go further. This promise will continue to play an integral role in the deployment of AXA’s strategic ambition to transition from a service to a partner for its customers.