NRMA

Company: Insurance Australia Group Limited

Brand value: US$980 million

Change since 2018: -20%

Headquarter city: New South Wales

Category: Insurance

Year formed: 1920

NRMA is an Australian insurance provider, now owned by IAG but originally the insurance arm of the National Roads and Motorists’ Association. With over 2.6 million members, it is the largest membership organization in Australia. Brand communications in the past year have focused on the “Help is who we are” tagline, which celebrates everyday heroes who go out of their way to assist others. The campaign attracted some criticism, however, because advertising featured volunteer fire fighters, who have no connection with NRMA. The brand sponsors the Brisbane Broncos rugby team, and now insists that any team member guilty of assault must compensate their victim before returning to the field.