Access America 2010 Annual Report Download - page 6

EDITORIAL
Brand transition
Embarking on a new blue journey − the story
of our brand in transition
and put in place a finely tuned business
strategy. One of its essential components
relates directly to the nature of our brand.
Meeting tomorrow’s markets
witha global consumer brand
Within our 2015 Ambition is the strategic
objective to become an increasingly
consumer-centric, consumer-driven business.
We pride ourselves on always putting our
customers and their needs first. In the years
ahead, this priority will become even more
essential as end consumers will increasingly
dictate the success of our markets. These
consumers live in a world where brands are
meaningful, carry tremendous consumer
expectation and are tantamount to Trust.
With our ambitions and consumer-centric
approach, we need a true global consumer
brand to help us meet thechallenges that
lie ahead.
Allianz − a brand with means,
sizeand notoriety
In 2010 Allianz ranked the 67th most powerful
brand in the world, proof of its forceful global
reputation among consumers and businesses
alike. Created in 1889, it is a brand anchored
in history. With 75 million customers,
153,000employees, and an active involvement
in public projects around the world, it is a brand
of tremendous size and scope, with impressive
notoriety. By adopting the Allianz Global
Assistance name, we are leveraging one of the
world’s best−known brands to promote and
strengthen our own future. The Allianz brand
is our fast track to ensure the global consumer
awareness that we need to help us achieve our
2015 goals.
One of the most significant, historic and
challenging events of 2010, and critical to our
2015 Ambition, was the launch of our brand
migration. We began to shed our red coat of
more than 60 years for a blue one, and take on
a powerful new name, Allianz Global Assistance.
Two pilot countries, China and Germany, have
both successfully launched thenew name in
their respective markets, andare paving the
way for our group’s countries torebrand over
the next 2 years.
2015 on the horizon
The story actually begins in the future with
our 2015 Ambition. By 2015 Allianz Global
Assistance aims to be a key player in high-
growth markets and a key business partner
with Allianz operating entities. Weaim togrow
into a 3 billion euros profitable business and
implement a truly global business model.
Toachieve these ambitions we have developed
2–Allianz Global Assistance / Annual Report 2010