Title Building the BrightRock brand through change / Michael M. Goldman, (Department of Sport Management, University of San Francisco, San Francisco, California, USA, and Gordon Institute of Business Science, University of Pretoria, Johannesburg, South Africa), Mignon Reyneke, (Gordon Institute of Business Science, University of Pretoria, Johannesburg, South Africa), and Tendai Mhizha, (Gordon Institute of Business Science, University of Pretoria, Johannesburg, South Africa)

Published Bingley, U.K. : Emerald Group Publishing Limited, 2016 ©2016

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (6 pages) : 23 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 6, issue 3 Summary Suzanne Stevens was part of a group of four former senior employees of a large life insurance firm that decided to establish a new and innovative South African insurance company, BrightRock. They identified a gap in a large and highly competitive (albeit generic and opaque) insurance market and developed a distinctive positioning within the market. There was low consumer understanding of the technical aspects of life insurance products, and no existing life insurance product provided an individualized offering. Stevens developed the company's brand and marketing strategy by drawing on reputation drivers, traditional advertising and a content marketing approach. BrightRock focused on change moments in consumers' lives, including getting married, having children or getting a new job, and changed the standard insurance product model by launching an individualized flexible product that could adapt with the consumer through their various life stages. The case study documents the first three years of BrightRock's operations, with a strong focus on brand and product development, distribution and communication. The case dilemma involves choices Stevens faced at the beginning of 2015 about marketing investments across paid, earned and owned media Notes This study enables to critique the development of a services brand; integrate paid, owned and earned media to increase communication effectiveness and efficiency; and critique a content marketing strategy Teaching Notes are available for educators only. Please contact your library to gain login details Bibliography Includes bibliographical references and index Audience This case is appropriate for an undergraduate or graduate-level programme in marketing management Subject Life insurance -- South Africa -- Marketing Product management Insurance companies -- South Africa -- Management Business & Economics -- Finance -- General. Insurance & actuarial studies. Genre/Form Case studies. Form Electronic book Author Reyneke, Mignon, author Mhizha, Tendai, author

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