Branding Technology Of Insurance Company
In the article the technologies of branding and rebranding are considered on the example of the insurance company «Îranta». Design of brand times are presented at the market of insurance services. Methodology of estimation the brand’s cost is considered. It is estimated the «Îranta» brand’s cost after rebranding by the method of summarizing all the expenses on creation of brand. The multicriterion method of the ROBI 8 brand’s estimation (Return on Brand Investment) is offered for the estimation of insurance companies’ brands. The estimation criteria of the brand are worked out for insurance companies on the example of «Îranta» brand.
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