Allianz brand strategy / positioning case study

Allianz Brand Strategy Analysis

Financial services – insurance companies, asset management

Owner of the brand:
Allianz SE

Key competitors:
AXA,  Aegon, Generali, ING, Aviva

Brand essence

Accompanying people in life and giving them everything they need to have the courage to move forward.

Brand values

Leadership, trust, protection.

Brand character

Authoritative, premium, trustworthy, global, expert, caring.

Dominating archetype

Allianz is both a B2C and a B2B brand, selling financial services directly to consumers (B2C) as well as to other businesses (B2B). Although it is also one of the biggest asset management companies in the world, it mainly communicates its insurance line of business. It prides itself on offering a wide selection of insurance products (“Insurance from A-Z”[1]) including automotive, commercial property or marine cargo insurance. 


Allianz’s image is strongly influenced by the brand’s past communication which used to position the company as a major, reliable and stable leader insuring the greatest buildings and other constructions in the world (e.g., the Golden Gate Bridge). Although some of its recent campaigns strengthen this perception (e.g., “The world belongs to those who dare“), Allianz primarily attempts to build a warmer, more emotional and more human image of the brand. The company defines its brand purpose as “enabling people to move on and up in life and business”[2] and positions itself as a life companion, reassuring its customers that they can be daring and courageous in their lives because they are protected by Allianz (“Our ambition is to accompany you in life – giving you everything you need to have the courage to go forward”[3]). In more recent communication, Allianz refers to its customers as “explorers” and encourages people to “explore life knowing that they are protected by Allianz”[4].


This brand strategy is rooted in Allianz’s business strategy announced by the company’s CEO, Oliver Bäte, in 2015 in the “Renewal Agenda” and then restated in 2018 in the “Renewal Agenda 2.0”[5]. The “Renewal Agenda” encompasses five strategic initiatives with “True Customer Centricity” being the most significant goal, constituting an underlying basis for the other four. Allianz’s ambition is to “outperform on essential customer needs: ease & convenience and consistency & trust”, which, according to the company’s analysis, is the area where it was lagging behind.[6]


Sponsorships and alliances are a big part of Allianz’s strategy, which allow the brand to build an image as a global company. Allianz is a Global Partner of Formula One, a partner of the Paralympic Movement, and a sponsor of FC Bayern München, FC Barcelona, Saracens (UK rugby team) and Junior Football Camp, while it partners with world-renowned pianist Lang Lang.


Allianz is primarily a Ruler brand – its legacy as a stable and reliable leader is still strong. However, the brand’s recent focus on becoming a truly customer-centric company also brings it closer to the Caregiver archetype.


Dominant colour: dark blue.

Most important campaigns

1. “Safely Back Together” (2020)

2. “Explore With Us: The Power Of Classical Music – Nicolas And Aude” (2019)

3. “Your Worry-Free Home From Allianz” (2017)

4. “Milestones” (2015, UK)

5. “The World Belongs To Those Who Dare” (2015)

Official brand statement:

Our purpose is to enable people to move on and up in life and business. We do this by being insurance experts and subject matter enthusiasts. Our shared values underpin this purpose by describing what we do and how we do it on a daily basis. Living Our Values: responsible – we do what’s right, caring – we’re always there for our customers and one another, excellent – we’re always striving to be the best and connected – we’re stronger together.[7]

What we do
Our ambition is to accompany you in life – giving you everything you need to have the courage to go forward. We offer our 92 million customers in more than 70 countries a wide range of products, services, and solutions in insurance and asset management.[8]

Interesting facts:

Allianz owns naming rights to many stadiums around the world, for example, the Allianz Arena in Munich, the Allianz Parque in Sao Paulo and the Allianz Park in London. The company was also involved in negotiations with the New York Jets and the Giants to buy naming rights to the New Meadowlands Stadium (now MetLife Stadium) in East Rutherford, New Jersey. The negotiations failed due to opposition from Jewish groups and Holocaust survivors.[9]


1. Financial Times on Allianz’s growth strategy in the UK
O. Ralph, “Allianz Sends Shockwaves Through Uk Insurance Market”, Financial Times, Jun 2019,

2. Interview with Jean-Marc Pailhol, Head of Global Market Management & Distribution at Allianz SE
“Allianz”, Interbrand, 2018,

3. Advertising Age on the “Every Car Has a Story” campaign
“A Dad Connects With Moody Teen Daughter In A Charming Spot From Allianz”, Ad Age, Mar 2015,


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