Answered: An insurance company emails your…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

#11. An insurance company emails your agency, Customer Interactive, for help with redefining its brand personality and increasing brand awareness. Last year, the company redesigned its logo based on feedback from a focus group but saw no increase in brand awareness. The company has never had a mascot and has been using the same slogan for the past 15 years. What do you recommend to the insurance company?

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Transcribed Image Text:11 An insurance company emails your agency, Customer Interactive, for help with redefining its brand personality and increasing brand awareness. Last year, the company redesigned its logo based on feedback from a focus group but saw no increase in brand awareness. The company has never had a mascot and has been using the same slogan for the past 15 years. What do you recommend to the insurance company? O You recommend redoing the company slogan because most successful companies introduce new slogans every five years and the current one is now irrelevant to the needs of modern consumers. O You recommend that the company make small adjustments to its slogan and logo because making small adjustments to a few brand elements is often better and easier than making sweeping adjustments to a single element. O You recommend creating a mascot that will be visually represented across all communication channels because mascots create a symbolic and physical personality for customers to identify with, relate to, and care about. O You recommend redesigning the logo to incorporate trendy colors and fonts to make the company resonate more with cutting-edge consumers and stand out from other insurance companies.

Expert Solution

Step 1 : Introduction

Customers Interaction - A customer interaction is an exchange of information between a company and a customer. Customers may contact you when they require assistance or send you messages via social media when they have a question.