Building Brand Recognition for the Intangible Automobile Insurance
It is especially difficult for an insurance company, which sells something its customers cannot see and can only use in a time of hardship, to develop brand equity. After all, an insurance company does not sell a unique product - it sells a brand and a promise. But an insurance company can still build brand equity over time through consistent marketing effort. Consider Allstate, one of the largest personal insurance companies in the US today.
Building brand value, or equity, is possibly the most important aspect of marketing. Name recognition is a very powerful thing,Christian Louboutin chaussures simples 85mm pompevente pas cher, and positive recognition of a brand's identity can add value to the product or service, elevating it from mere "commodity" status. It is an intangible which can compel a customer to buy more of or pay more for a product than he or she might for a similar lower-priced good or service. This is something enjoyed by such companies as Pepsi,Nike Free 3.0 V3 Grå Sort Hvid Sko, Porsche and Calvin Klein jeans.
There are some companies that would like for consumers to believe that products or services within a category are all the same, regardless of how or where you shop. Those companies argue that everything boils down to cost,Nike Free 3.0 V2 Grå Red Shoes, and there is some merit to that argument, especially in today's economy. Some consumers may agree that there is no reason to pay any more than the cheapest price, but most do not.
Allstate Insurance Company was founded in 1931 during the Great Depression. "Allstate" was a name borrowed from an automobile tire sold by the parent company,Nike Shox NZ 2.0 SI Sort Hvid Sko, Sears, Roebuck & Co. In 1939, Allstate changed the insurance industry by tailoring automobile insurance rates by age, make, model and use of car. Until 1940, automobile insurance was almost a luxury,Nike Free 5.0 V5 røde sorte sko, but then financial responsibility laws spread through the country, making it almost a necessity. By 1950, Allstate was expanding and growing very rapidly.
It might seem an easy task to choose or create a slogan for a company,Nike Free 3.0 V2 Running Sko Grå Guld, but in reality it is very difficult to come up with a slogan that projects the desired image or feeling for your organization, or that will not become outdated or embarrassing as time wears on. Allstate did not have a consistent advertising slogan until 1950. The words "we're in good hands" project security, reassurance, responsibility; things that an insurer would want to project to its customers. The executives felt that the words would help create the ideal brand value for Allstate, and the new advertising campaign was built around the slogan "You're In Good Hands with Allstate". The Good Hands slogan has withstood sixty years time and is one of the best known in US business history today.
It is no accident that Allstate's slogan is so well known. Brand equity is built over time through message repetition and consistency. Brand identity is reinforced with every single contact with the consumer, both existing and future ones. These messages can be as bold as the signs on the company doors, or as subtle as greeting with professional wording on voice mail. Everything from brochures and bills to the shirts on the backs of the company's Catastrophe Team members must be consistent.
In the late 1990's, Allstate Insurance Company conducted research to see how the public viewed its logo and the Good Hands symbol. The company also drew input from hundreds of employees. It was determined that the old hands were perceived as dated,Nike Gladiator MD Sandaler Metallic Silver, Frankenstein-like and suggested that the company only sold home and auto insurance products. New hands were designed with subtle angles and curves intended to convey a more personal commitment by the company to its customers. Even the slogan presentation was reviewed. The slanted 'A' in Allstate was retained because of the high recognition company executives felt it had, but the letters were spread out and shortened slightly with the intent of a warmer and more readable presentation. The changes were intended to be subtle enough as to not alienate any customers.
The Allstate logo, Good Hands symbol and slogan are considered very valuable company assets. Like any other company's, Allstate's logo, symbol and slogan enable customers and prospects distinguish Allstate from its competitors. Allstate Insurance Company is very careful about allowing vendors or outside groups to use or borrow the Allstate name, brand, or logo depiction.
It should be common sense that good community relations will help a company to grow. "More than three out of four consumers report that a company's community relations activities affect whether or not they do business with the company." (Boston College) In other words,Nike Air Max Tailwind Sko Læder Sort Blå, consumers will do business with companies that they can like,Nike Air Max 24 7 Sort Grøn Sko, and a corporation has to give to its community in order to receive back. Allstate Insurance Company employees contribute millions to the United Way alone during its annual Giving Campaign. More than half of the Company's employees regularly participate in the campaign. Today,Nike Gladiator Metallic MD Sandaler Gold Kobber, over 50% of Allstate employees volunteer in their local communities. Other companies recognize Allstate's Helping Hands as a model volunteer program. This recognition is obviously very beneficial to Allstate's community relations. The Helping Hands program, while greatly helping communities, also actively promotes Allstate's image as a caring organization. It builds interest in the company and can help thwart negativity directed towards the company.相关的主题文章：
订阅：
博文评论 (Atom)
没有评论:
发表评论