The Resource 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)

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)

Label
Building the BrightRock brand through change
Title
Building the BrightRock brand through change
Statement of responsibility
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)
Creator
Contributor
Author
Subject
Language
eng
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
Member of
Cataloging source
UtOrBLW
http://library.link/vocab/creatorName
Goldman, Michael M
Dewey number
368.0068
Illustrations
illustrations
Index
no index present
Intended audience
This case is appropriate for an undergraduate or graduate-level programme in marketing management
LC call number
HG8835
LC item number
.G65 2016
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Reyneke, Mignon
  • Mhizha, Tendai
http://library.link/vocab/subjectName
  • Life insurance
  • Product management
  • Insurance companies
Label
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)
Instantiates
Publication
Copyright
Note
  • 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 or email support@emeraldinsight.com to request teaching notes
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald849
Dimensions
unknown
Extent
1 online resource (6 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
23 illustrations.
Specific material designation
remote
Label
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)
Publication
Copyright
Note
  • 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 or email support@emeraldinsight.com to request teaching notes
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
emerald849
Dimensions
unknown
Extent
1 online resource (6 pages)
Form of item
online
Issn
2045-0621
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
23 illustrations.
Specific material designation
remote

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