Whilst good branding is always a significant requirement for business, it is particularly important for the Malaysian insurance industry at this time. The fallout from the recent financial crisis hit a number of global insurers hard, causing a great dent in brand perception around the world including Malaysia. Additionally, the recent M&A activity in the insurance sector has meant that a number of names have disappeared and new ones have emerged. The brand propositions of the newly emerged entities need to be explained and communicated to consumers. Add to this the legacy issues such as the poor perception that the public has of agents, and it becomes clear that branding should be very high on every insurers agenda.
In this focus section we address branding from a few angles. From individual level branding for agents and also from a corporate level. We also have a case study from the rebranding exercise carried out by Ace Jerneh.