Global Brand Health Brief Demo data
Zurich Insurance — Global Brand Health in Carbon
2026 H1 brand tracker — Q1 + Q2 waves · vs. 2025 H1 (same window) · prepared for Sarah Fryer, Head of Global Brand Tracking and NPS
Global Brand Health Index
Index range: 0–100 · weighted blend of six streams
Prior BHI: 60.5
Markets: UK, US, Switzerland, Germany, Brazil, Hong Kong
Audience: Global Brand Tracking & NPS
Carbon · cross-stream agent
Germany is the entire story this half — and it isn't pricing.
Carbon's cross-stream agent connects four signals that move together: Germany NPS drops 12pp QoQ, claims-experience sentiment inverts to −0.12, preference holds flat at 14% (so this isn't a brand-equity issue), and the 'Live well' campaign delivered the same +12pp prompted-recall lift Germany has historically shown. Conclusion: brand pull is fine; post-flood claims processing is the bottleneck. The intervention is operational, not advertising spend.
Customer NPS
Germany NPS −12pp QoQ (9 → −3)
Claims-experience sentiment
Germany inverts to −0.12 net (was +0.14)
Brand funnel
Germany preference flat (14% vs 16% prior)
Ad recall
Germany +12pp prompted lift — campaign fine
What Carbon does: Surface this narrative the moment Q2 data lands, with the named evidence rows above one click away. The Head of Brand Tracking walks into the board meeting with the story already written.
Customer NPS · the commercial signal
NPS by market — Germany is the outlier the rest of the dashboard wants to hide
A simple weighted-average global NPS would land at +20, masking a 12pp Germany collapse that's already showing up in renewals. Per-market is non-negotiable.
UK
+22
vs +18 prior · n=4,120
US
+14
vs +16 prior · n=3,840
Switzerland
+41
vs +38 prior · n=2,960
Germany
-3
vs +9 prior · n=3,540
Brazil
+28
vs +23 prior · n=2,710
Hong Kong
+19
vs +17 prior · n=1,890
By line of business — Home softens, Life holds
Source: Post-interaction relationship NPS (n=19,060 across markets, Q1+Q2)
Brand funnel · awareness through preference
Switzerland holds the home-market premium; UK & Brazil moving up the funnel
Preference is the rare leading-indicator that ties to renewal intent in our category. Germany preference is *flat* (not down) — important context for the NPS reading above.
UK
UP
Spontaneous34%
Prompted81%
Consideration23%
Preference11% (+2.0pp)
US
DOWN
Spontaneous18%
Prompted52%
Consideration14%
Preference6% (-1.0pp)
Switzerland
UP
Spontaneous72%
Prompted96%
Consideration58%
Preference34% (+3.0pp)
Germany
DOWN
Spontaneous41%
Prompted87%
Consideration28%
Preference14% (-2.0pp)
Brazil
UP
Spontaneous29%
Prompted74%
Consideration21%
Preference10% (+2.0pp)
Hong Kong
FLAT
Spontaneous52%
Prompted89%
Consideration36%
Preference18% (+1.0pp)
Source: BVA-equivalent monthly tracker (n=1,000 per market, 18+)
Share of voice · category context
Up 1.5pp on prior — still 4–5pp behind Allianz and AXA
Q2 commercial-lines thought leadership moved the needle. The peer gap closes faster when SOV and preference move in the same market in the same wave.
Source: Brandwatch-equivalent, insurance category, all-markets
Claims-experience sentiment · the brand killer
Germany inverts to net-negative — operational signal masquerading as a brand signal
Net sentiment of claims-context conversation, scored −1 to +1, by market. This is the stream that explains the NPS reading.
UK
+0.2
vs +0.2 prior · 14,200 mentions
US
+0.1
vs +0.1 prior · 22,900 mentions
Switzerland
+0.4
vs +0.4 prior · 3,140 mentions
Germany
-0.1
vs +0.1 prior · 18,700 mentions
Brazil
+0.2
vs +0.2 prior · 8,900 mentions
Hong Kong
+0.2
vs +0.1 prior · 2,410 mentions
Source: Brandwatch-equivalent, claims-context mentions
Campaign · 'Live well' recall lift
Double-digit prompted-recall lift in every market
Per-market pre/post wave so a marketer can defend spend by geography. Switzerland and Brazil over-performed; Germany delivered the planned lift even with NPS collapsing — proof the brand pull is intact.
| Market |
Spont. pre → post |
Spont. lift |
Promp. pre → post |
Promp. lift |
| UK |
7% → 19% |
+12pp |
24% → 51% |
+27pp |
| US |
4% → 12% |
+8pp |
16% → 38% |
+22pp |
| Switzerland |
21% → 41% |
+20pp |
58% → 78% |
+20pp |
| Germany |
12% → 24% |
+12pp |
34% → 56% |
+22pp |
| Brazil |
8% → 22% |
+14pp |
28% → 54% |
+26pp |
| Hong Kong |
14% → 28% |
+14pp |
37% → 62% |
+25pp |
Source: Campaign tracker (pre/post wave, n=600 per market per wave)
Digital + earned · the streams a text-only tracker misses
Davos and the sustainability-bond drove a 43% lift in business-press logo placements
Image-recognition + branded-search overlay capture the earned-side value of corporate moments that don't show up in spend reports.
Logo placements (business press, image rec.)
4,870
+42.8% vs 3,410 prior
Branded search index (Google Trends, 100 = prior)
132
+32.0% vs prior
Source: Decizion-equivalent image recognition + Google Trends branded search
Global Brand Health Index · how the 64.3 is built
Six streams, explicit weights — the score is defensible because it's transparent
NPS and claims-experience sentiment carry the heaviest weight because for insurance they're the strongest commercial predictors. Slow-moving funnel and SOV are weighted lower.
| Stream |
Sub-score (0–100) |
Weight |
Contribution |
| Customer NPS |
70.2 |
30% |
21.1 |
| Claims-experience sentiment |
58.1 |
20% |
11.6 |
| Brand funnel |
31.0 |
20% |
6.2 |
| Share of voice |
76.5 |
10% |
7.7 |
| Ad recall lift |
90.2 |
10% |
9.0 |
| Digital + earned |
87.4 |
10% |
8.7 |
| Global Brand Health Index |
|
100% |
64.3 |