Lloyd’s named UK’s strongest insurance brand

The market's billing comes as part of the Business Superbrands survey, which names the top 500 UK brands. Lloyd's placed 40th overall.

Microsoft ranked as the UK's number one brand, moving up from fourth in 2009 to displace last year's leaders Google.

Commenting on the survey, Lloyd's chief executive Richard Ward said: "I'm pleased to see that the reputational strength of Lloyd's has been recognised in this survey. We have come a long way in the past decade and have successfully navigated the worst recession since the Great Depression. This reinforces the attractiveness of the Lloyd's market and our brand."

Stephen Cheliotis, Chairman of the expert council & CEO, The Centre for Brand Analysis, which compiled the research, added: "I applaud Lloyd's, which tops the category and also secures its highest position in the survey ever. Whilst being highly rated in this survey is pleasant news for the respective brand owners it is also an indicator of their business's ability to grow through a brand that stakeholders, trust, want and believe in."

Bupa was the second highest ranked insurer, placing 68th overall, Zurich placed 89th, Axa placed 105th and Prudential came in 118th.

Aviva, which re-branded from Norwich Union, is the second highest riser in the top 500 climbing from 315th to 144th, with the biggest year-on-year riser is Premier Inn, which jumped 197 places to sit at 240th.