Trends Report

Quality Of Products And Service Support Positive Brand Resonance For Insurance Firms

Technographics® TRUE Brand Compass: General Insurance

May 22nd, 2014
With contributors:
Anjali Lai , Roxana Strohmenger , Alexandra Hayes , David Cooperstein

Summary

Brands in the general insurance business — life, auto, and home — must prove that they are trusted across every touchpoint as consumers increase their expectations. This will force insurance industry CMOs to rely on brand resonance now more than ever. Forrester' research proves that being trusted, remarkable, unmistakable, and essential (TRUE) drives brand resonance and secures consumer brand preference, referral, and pricing power. This report reveals Forrester's TRUE brand compass results for 10 general insurance brands and analyzes which dimensions of a TRUE brand are important drivers of a resonant insurance brand.

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