>> Insurance Company – Brand Consulting Case
Brand equity extension into new financial service offerings
Challenge
- Leading insurance company looking to extend existing brand into new financial products and services
- Some inconsistencies in existing brand associations (e.g., risk reduction, protection) with required new category associations (e.g., investment return, financial future)
Action
- Exploratory research with current customers to understand needs (e.g., savings, banking, investment) beyond traditional insurance categories
- Quantitative perceptual research into brand and extension categories to identify and assess “need gaps” and potential equity bridges
- Equity extension concept development and optimization, including recommended product/services for business case development
Result
- Brand equity identification and ongoing tracking process
- Product positioning and messaging guidelines, associated with new equity direction
- New business concept development and launch
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