Value of AEGON’s brand

In 2010, AEGON ranked tenth out of 27 insurance companies in Brand Finance's annual Global 500 index of leading brands, up from twelfth the previous year. Brand Finance, a global independent brand consultancy, valued the AEGON brand at EUR 4.0 billion, up from EUR 3.3 billion, in part because of improved market conditions during the year. At EUR 4.0 billion, brand represents approximately 34% of AEGON's enterprise value[1]. 

Top 10 insurers in Brand Finance Global 500 rankings, 2010:

Source: Brand Finance Global 500, February 2010; n/a - not available; figures have been rounded.

[1] Enterprise value is calculated as market capitalization + debt + minority interest + preferred equity, minus cash and equivalents.