Brand Finance: The 10 most valuable insurance brands in Europe 2025

Since 2008, the British analyst firm Brand Finance has been examining insurance brands, among other things, as part of its "Brand Finance Global 500" and "Brand Finance Europe 500" surveys, and selecting the most valuable among them. In a global comparison , a German company fought its way to the top last year – and was able to defend its position again this year.

German insurance brands leading in Europe

But other European insurance brands are also successfully asserting themselves in the brand value rankings despite global economic uncertainty, demonstrating remarkable stability in 2025. According to the "Brand Finance Europe 500" report, the top 500 European brands have a combined value of €2.3 trillion, with Germany leading the way with 75 brands and a value of €616.5 billion.

How Brand Finance determines the value of a brand

Brand Finance's brand valuation considers both quantitative and qualitative factors. Simply put, the analysis focuses on the royalties a company would have to pay if it wanted to use the brand without owning it.

To do this, the experts first analyze how strongly a brand influences a company's profitability. This includes evaluating existing licensing agreements, among other things. Next, they determine brand strength. Brand Finance examines how consumers perceive the brand and how this impacts their purchasing behavior. Each brand receives a score between 0 and 100 and a rating from AAA+ to D – similar to a credit rating.

Based on these analyses, the experts then calculate brand-related sales and their future development. The final brand value is determined by the present value of all future revenues attributable to the brand.

In the overall ranking of European brands, Deutsche Telekom leads with its T-brand (€76.5 billion) ahead of Mercedes-Benz (€47.6 billion). Find out which insurance brands are among the ten most valuable in Europe in our photo gallery.