Effects of Technology

our brand

TA B L E O F C O N T E N T S
1. From the Chairman 2. Our Brand History 3. The MetLife Brand Today 4. Principles of Brand Management 5. MetLife and Its Brand Strategy 6. Keeping the MetLife Brand Strong 7. Brand Glossary 3 5 9 13 17 27 31

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FROM THE CHAIRMAN

“ The MetLife brand, and all it stands for, is a powerful competitive advantage as we aggressively pursue our vision of Building Financial Freedom for Everyone®.”

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T O M Y M E T L I F E A S S O C I AT E S :

When you think of what makes our company great, several key attributes come to mind, including trustworthiness, approachability, and financial strength. And over our proud history, the MetLife brand has not only encompassed these attributes, it has celebrated them! Of course, our brand has evolved over the years, and as we move forward in a demanding and ever-changing marketplace, it will continue to reflect new growth opportunities, innovative products, and excellent customer service. The MetLife brand, and all it stands for, is a powerful competitive advantage as we aggressively pursue our vision of Building Financial Freedom for Everyone. This is especially true as we expand our product offerings in the U.S., including MetLife Bank and Critical Illness coverage, and move ahead with our international growth strategy. This document provides a history of MetLife’s brand, tells the story of where the MetLife brand is today, and provides a roadmap of how we can keep our brand strong through an effective brand management program. We are all ambassadors of the MetLife brand. That’s why I ask you to take the time to review this document and, more importantly, take an active role in helping us continue to harness the power of MetLife’s vibrant brand.

Robert H. Benmosche Chairman of the Board and Chief Executive Officer

our brand

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our brand

O U R B R A N D H I S TO RY

The story behind the success of our brand goes back to our roots. Our...