Fo­cus: Brand­ing

Insurance - - FEATURE -

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.

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