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AAMI

AAMI

Company: Suncorp Group Ltd.

Brand value: US$420 million

Change since 2018: -13%

Headquarter city: Brisbane

Industry: Insurance

Year formed: 1970

AAMI is an insurance provider with its origins in cover for motorists, but with a range of products that now spans home, life, travel, small business and income protection insurance. Its communications tagline “Lucky you’re with AAMI” has been used since 1985 and is widely known; advertising tends to break with tradition for the sector by taking a light-hearted look at situations in which things go wrong and resolving these situations by the introduction of the iconic “AAMI girl” character. An iconic Australian advertiser, recent advertising includes a family returning home to a space themed childhood bedroom and cars crashing through living room walls on movie night. AAMI was one of the brands brought before the recent finance royal commission over complete replacement cover offerings, a factor likely influencing brand values as they have for much of the category.

 

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