The AEGON brand

AEGON recognizes that its brand is one of the company's most important assets, particularly at a time when public confidence in the financial sector as a whole has come under pressure.

 

In 2008, AEGON set up a Global Brand Council to oversee management of the company's brand strategy. Members of the Council are drawn directly from the company's businesses in the United States, the Netherlands, the United Kingdom and Central & Eastern Europe, as well as from the main offices in The Hague. In 2009 and early 2010, membership of the Council was also extended to AEGON businesses in China, Japan and India, as well as to AEGON Direct Marketing Services and AEGON Asset Management.

 

The Global Brand Council reports directly to Marco Keim, the Management Board member responsible for AEGON's brand strategy and CEO of AEGON The Netherlands. The role of the Council is to advise the Management Board on brand issues, and ensure AEGON has an integrated and clearly-defined approach to brand management.

 

In 2009, the Management Board approved the establishment of a global brand framework, which will provide guidelines for AEGON companies around the world in their use of the AEGON brand. The Council will play a key role in developing this framework, and rolling it out across AEGON's operations. The framework will be based on existing 'best practices' in those markets where the AEGON or related brands are most deeply rooted - the United States, the Netherlands, the United Kingdom and Hungary - and will be in line with the company's broader corporate strategy.

 

In some areas, AEGON companies are already working closely together on brand issues. In India, for example, AEGON's approach to brand and brand management has been closely modelled on that of the United Kingdom, adapted to local circumstances. In both the United Kingdom and India, AEGON has embedded brand values into employee appraisals. AEGON intends to continue with similar initiatives alongside development of the global brand framework.

 

AEGON's global framework will set out visual and messaging guidelines, ensuring a more coordinated approach to governance and improving the experience of the AEGON brand for both customers and employees.

 

As part of this overall initiative, AEGON has launched Global Brand Manager, an online tool that will provide country and operating units easy access to the company's guidelines and best practices.

 

AEGON regularly measures the performance of its brand, and benchmarks it against those of peer companies. This has a number of objectives:

 

  • To increase awareness of the company's two leading brands (AEGON and Transamerica)
  • Protect and enhance the values of these brands
  • Ensure brand becomes an integral part of the company's overall strategy
  • Support recruitment and customer service
  • Identify potential new businesses and areas of customer preference.