Auto Insurance Company

Measure and Manage Brand Equity to Drive Sales Pipeline and Conversion

A major insurance company had routinely been tracking its brand image with a survey for years. And although the twice yearly review of the results was generally always a "feel good" meeting, a new CMO was unhappy with the lack of actionability of the results. It was unclear when movements in the different brand rating attributes were significant, and it was never clear which attributes should be the focus of management attention because the attribute ratings were not connected to any bottom line metric that mattered to an insurance company.

MDS used its Brand Equity Management™ approach to address the inactionabilty of the existing brand tracking study and data, by linking brand rating data to important insurance metrics including quote volume and quote conversion rates. This gave the brand tracking study new relevance and credibility.

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