News review: February
The highly publicised rebranding of Aviva did not achieve the desired impact, according to the annual Brand Finance Global 500 survey. It found that, while Axa came top in the list among insurers for the second year running, Aviva slipped from the fourth placed insurance brand in 2009 to seventh this year. Axa climbed 16 places in the overall survey, from 45 to 29, while Aviva fell from 103 to 140 overall. Allianz was the second most valuable insurance brand followed by Generali, Zurich, ING
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