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Company: Assicurazioni Generali SpA

Brand value: US$2,689 million

Change since 2018: 6%

Headquarter city: Trieste

Category: Insurance

Year formed: 1831

Generali is the largest insurer in Italy and the third-largest in the world. It is present in more than 60 countries, primarily in Europe, the Middle East and East Asia, and employs nearly 71,000 people. In late 2018, Generali unveiled a new strategic plan, through which it positions itself as a “life-time partner to customers, offering innovative, personalized solutions thanks to an unmatched distribution network. The brand is continuing to focus on digital innovation, and in the past year has launched a dedicated cyber insurance function and the CyberSecurTech startup. It has also upgraded its flagship health product, Global Choice, by adding a new wellness app called Bria, which helps members identify health risks and take steps to prevent them. The 2018 advertising campaign “Il futuro inizia prima” (The future starts before) underlines the brand’s positioning as a partner to customers, and a focus on prevention and support. Its Protezione Solidale” (Supportive protection) campaign promotes help in the event of natural disasters such as floods. Generali sponsors major cultural, social and sporting events.