HUKCOBURG Brand management at HUKCOBURG communication of core values

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HUK-COBURGBrand management at HUK-COBURG
communication of core values

• ACME Annual Conference 2004
• Reaching tomorrows customers the mutual way

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Brand management at HUK-COBURG communication
of core values
The roots of HUK-COBURG.

• Foundation in 1933 as a mutual for teachers and
  clergymen.
• Today Germanys second largest motor, household
  and private-liablility insurer.
• Offering all private lines.
• Premiums in the top ranks of the market
• Special Distribution system with high relevance
  of member-agents and direct business.

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Brand management at HUK-COBURG communication
of core values
Gross premium income of HUK-COBURG insurance
group (in million euros).
Source HUK-COBURG annual reports
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Brand management at HUK-COBURG communication
of core values
Changes in the framework

• Deregulation and liberalization of the insurance
  market in 1994.
• Increase in market potentials for HUK-COBURG
  through expansion of offer whilst maintaining the
  distribution structure.
• Growing competitive pressure and concentration in
  the insurance market.
• Intensification of competition also on the level
  of communication.

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Brand management at HUK-COBURG communication
of core values
Assumed shortcomings in brand presence.

• Unclear brand profile / insufficient
  differentiation.
• Identification too low.
• Too many product messages of unequal importance.

1996
1992
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Brand management at HUK-COBURG evolution
instead of revolution
First study with regard to the brand status of
HUK-COBURG in 1997.

• What does the brand stand for in 1997?
• Identification of the factors which are decisive
  for themarket success.
• Identification of the core of the brand as a
  basis for the optimisation of communication.
• Preparation of a concept for future positioning
  and development of a new advertising concept.
• Development of a unique brand profile.

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Brand management at HUK-COBURG communication
of core values
The brand core of HUK-COBURG in 1997.
How am I? (Tonality)
Who am I ? (Brand competence)

• proper
• big
• trustworthy
• fair
• down-to-earth

• motor insurer
• insurance company with branch offices
• without a classical field service

How do I present myself? (Brand appearance)
What do I offer? (Benefit reason why)

• well-priced insurance protection
• fairness
• service (rapid handling/ ..)
• customer-orientation
• high level accessibility

• colour yellow
• lettering/logo
• castle/fortress
• slogan

Source Icon Brand Status 1997, from the
viewpoint of customers/non-customers
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Brand management at HUK-COBURG communication
of core values
The new advertising concept of HUK-COBURG (the
agency briefing).

• Development of a communication concept which
• combines rational and emotional components,
• strengthens the brand HUK-COBURG (umbrella brand
  campaign),
• supports distribution (pull-effect) and
• establishes a visual symbol (key visual).
• Development of a design concept applicable to all
  advertising media of HUK-COBURG.

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Brand management at HUK-COBURG communication
of core values
The new advertising concept of HUK-COBURG.

• Use of a key visual shield (chivalry,
  protection fairness and trust).
• Development of a new slogan Da bin ich mir
  sicher.
• Prominent use of the colour yellow.
• Revision of the logo.
• Transition from print to TV.
• ? The first TV spot of HUK-COBURG in 1998.
• Man with shield.

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Brand management at HUK-COBURG communication
of core values
Brand controlling.

• Monthly controlling of the advertising effect via
  a tool called campaign tracking developed by
  icon.
• Repeated measurement of the brand status in
  2000.
• Examination of possible additional competencies .
• Enhancement of the core competency motor
  insurance via TV spots start of the product
  campaign.
• Time to change your motor insurance (2001/2002)
• Claims service plus (2003/2004)

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Brand management at HUK-COBURG communication
of core values
Brand controlling.

• Monthly controlling of the advertising effect via
  a tool called campaign tracking developed by
  icon.
• Repeated measurement of the brand status in
  2000.
• Examination of possible additional competencies .
• Enhancement of the core competency motor
  insurance via TV spots start of the product
  campaign.
• Time to change your motor insurance (2001/2002)
• Claims service plus (2003/2004)

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Brand management at HUK-COBURG communication
of core values
Brand controlling brand status 2004.

• Development of the spontaneous brand awareness of
  HUK-COBURG.

29.3
23.5
22.2
32
1997
2000
2003
Source icon Kampagnentracking
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Brand management at HUK-COBURG communication
of core values
High Awareness Level.
Unprompted brand awareness of insurance companies
(annual average 2003)
Prompted brand awareness of HUK-COBURG
source ICON- Kampagnentracking 2003
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Brand management at HUK-COBURG communication
of core values
HUK-COBURG the most effective advertiser in the
market.
Monthly advertising spending in thousand euros
per percentage point of the average spontaneous
advertising recall in 2003.
Spendings per month in TEuro
Reading example / A percentage point of
spontaneous advertising recall costs HUK-COBURG
in 2003 an average amount of 119,000 euros per
month (in the preceding year 191,000 euros).
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Brand management at HUK-COBURG communication
of core values
The success factors of the brand HUK-COBURG.

• HUK-COBURGs success is based on the roots and
  the subtle but continuous evolution of the brand.
• Well-priced products tailored to suit the needs
  of the market as well as the particular
  organisation of the distribution create a climate
  of fairness. Trust and loyalty lead to a strong
  customer attachment.
• Continued and consequent TV communication of
  relevant and reliable contents since 1997 with
  the use of a key visual.
• Continuous controlling of the brand-shaping
  elements.