New Brand Finance data reports Great Eastern is among the world’s strongest insurance brands
SINGAPORE, 9 June 2026 – Singapore records a focused but high-performing presence through Great Eastern in the latest Insurance 100 2026 report by Brand Finance, the world’s leading brand valuation consultancy. With just one insurance brand valued at USD4.9 billion representing the nation at the global level, Singapore’s performance highlights how sustained customer demand and strong execution can support global competitiveness beyond market scale.
While the latest Insurance 100 ranking is dominated by markets with broader representation, Singapore’s sole appearance reflects a different growth profile, one centred on quality of demand, disciplined execution, and brand strength fundamentals.
Recording a brand value growth of 2% this year, Great Eastern now ranks 33rd globally among the sector’s 100 most valuable brands. In addition, it ranks 11th globally by Brand Strength Index (BSI), recording a score of 81.4/100 and an AAA brand strength rating.
The brand’s performance reflects resilient underlying demand despite changes in reporting standards affecting year-on-year comparability. Revenue growth was supported by stronger new policy sales and improved agency performance across both Singapore and Malaysia, reinforcing continued demand for protection and savings solutions in the region.
Recent business performance further highlights Great Eastern’s focus on strengthening long-term value creation through a higher-quality product mix, expanded solution offerings, and deeper customer engagement. In Singapore, the launch of new products and continued growth across financial advisor and bancassurance channels supported stronger new business value and improved portfolio resilience.
Singapore’s result reflects a broader shift across the insurance sector, where long-term differentiation increasingly depends less on market size and more on the ability to translate customer trust into sustained commercial performance. Brands that continue investing in engagement, accessibility, and customer relevance remain best positioned to outperform on brand strength metrics.
Commenting on the findings, Alex Haigh, Managing Director, Brand Finance Asia Pacific, said:
“Singapore’s performance in this year’s Insurance 100 ranking shows that an insurance brand’s success is not determined by scale alone. Despite having a single representative, Great Eastern, Singapore secures one of the world’s strongest insurance brands, reflecting resilient customer demand, strong execution, and sustained investment in customer relevance. As growth normalises across the sector, insurers that continue strengthening trust and long-term engagement are likely to sustain competitive advantage.”
Global Insights
Globally, the insurance sector records its strongest brand value growth in five years, with the top 100 insurance brands increasing 14% year on year to a collective value of USD606.7 billion. As rate-driven tailwinds begin to moderate, insurers that continue investing in trust, digital capability, underwriting quality, and long-term value creation are expected to remain best positioned to sustain growth.
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
