Principles of Marketing, Student Value Edition (17th Edition)
17th Edition
ISBN: 9780134461526
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 8, Problem 8.16VC
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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