Best And Worst Of Financial Services Brand Building Web Sites, 2009: Insurers

The fiercely competitive insurance industry features some of the most esteemed brand names in the US, like Allstate Insurance, Progressive Casualty Insurance, State Farm Mutual Automobile Insurance, and USAA. But how good are the brand experiences offered by major insurance Web sites? To find out, we graded the sites of four top brands on how well they communicate their Brand Image and deliver value to consumers (Brand Action). Only one site — Progressive — passed both of our brand tests. To improve the brand experience, insurers need to provide consistently placed links to quote engines, streamline the quote process, and differentiate based on unique brand attributes.