Marketing: An Introduction (13th Edition)
13th Edition
ISBN: 9780134149530
Author: Gary Armstrong, Philip Kotler
Publisher: PEARSON
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Chapter 7, Problem 7.16VC
Summary Introduction
Case summary:
Company P is an insurance firm, which was started as a single auto insurance firm and later developed into a set of individual firms, which writes and manages property and casualty insurance in many states. The firm took a process of rebranding in order to mix the three different brand of auto-insurance into one.
Instead of producing the brand again in overnight, the firm takes a slow transformation, which sustains the existing brand equity. However, at last, they transformed all the three brands into one.
Characters in given case:
Company P: The insurance company.
To discuss: The reason for the rebranding decision taken by Company P.
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Plymouth Rock Assurance is an insurance company with a branding tale to tell. What started as a single Massachusetts-based auto insurance company in the early 1980s quickly grew into a group of separate companies that write and manage property and casualty insurance in various states. To streamline operations, cut costs, and better serve customers, the company undertook a rebranding process to combine three distinct auto insurance brands—Plymouth Rock, High Point, and Palisades—into one. Rather than remaking the brand overnight, the company carried out a gradual transformation that retained existing brand equity and put customers’ minds at ease. With Plymouth Rock as the parent brand and High Point and Palisades as sub-brands, the company transitioned the three into a single brand in incremental steps. What was the reasoning behind the decision to rebrand the three auto insurance brands as one brand?)
Plymouth Rock Assurance is an insurance company with a branding tale to tell. What started as a single Massachusetts-based auto insurance company in the early 1980s quickly grew into a group of separate companies that write and manage property and casualty insurance in various states. To streamline operations, cut costs, and better serve customers, the company undertook a rebranding process to combine three distinct auto insurance brands—Plymouth Rock, High Point, and Palisades—into one. Rather than remaking the brand overnight, the company carried out a gradual transformation that retained existing brand equity and put customers’ minds at ease. With Plymouth Rock as the parent brand and High Point and Palisades as sub-brands, the company transitioned the three into a single brand in incremental steps. After viewing the video featuring Plymouth Rock Assurance, answer the following questions:
What value proposition lies at the core of Plymouth Rock Assurance?
What was the reasoning…
Plymouth Rock Assurance is an insurance company with a branding tale to tell. What started as a single Massachusetts-based auto insurance company in the early 1980s quickly grew into a group of separate companies that write and manage property and casualty insurance in various states. To streamline operations, cut costs, and better serve customers, the company undertook a rebranding process to combine three distinct auto insurance brands—Plymouth Rock, High Point, and Palisades—into one. Rather than remaking the brand overnight, the company carried out a gradual transformation that retained existing brand equity and put customers’ minds at ease. With Plymouth Rock as the parent brand and High Point and Palisades as sub-brands, the company transitioned the three into a single brand in incremental steps. Describe the process that Plymouth Rock Assurance used to rebrand the company. How does this process differ from other options it could have pursued?
Chapter 7 Solutions
Marketing: An Introduction (13th Edition)
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