Company: Assicurazioni Generali SpA
Brand value: US$2,526 million
Headquarter city: Trieste
Year formed: 1831
Generali has almost 200 years of history and in that time has grown to become 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 74,000 people. It focuses on life, property and business cover, often under specialized sub-brands. Generali positions itself as a global player at the cutting edge of innovation. It describes its mission as protecting and enhancing people’s lives, driven by a desire to simplify insurance using smart digital technology. This innovation includes having provided the first cyber insurance and malware policy, and cover for the first Italian astronaut to go into space. Generali communications tend to focus on sponsorship of initiatives and major cultural, social and sporting events in the communities where they operate. Since the launch of its Responsible Sports Charter in 2010, it has focused on promoting sport. It sponsors the historic Trieste Barcolana, the most crowded sailing regatta in the world, as well as France’s national volleyball team, the football federation in Croatia, the Austrian national soccer team and the Munich Marathon. The winged lion is Generali’s iconic logo, and links the brand with its origins in Venice. Assicurazioni Generali SpA is listed on the Milan Stock Exchange.