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)
Resource Information
The item 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) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.This item is available to borrow from 1 library branch.
Resource Information
The item 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) represents a specific, individual, material embodiment of a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool.
This item is available to borrow from 1 library branch.
- 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
- Language
- eng
- Extent
- 1 online resource (6 pages)
- 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
- 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)
- Subject
-
- Life insurance -- South Africa -- Marketing
- Marketing strategy/methods
- Product management
- This case allows students to engage with classical marketing tenets of branding, media and communications decisions and content marketing within a management framework
- Brand management/equity
- CSS 8: Marketing
- Insurance companies
- Insurance companies -- South Africa -- Management
- 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
- 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)
- 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)
- 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
Subject
- Life insurance -- South Africa -- Marketing
- Marketing strategy/methods
- Product management
- This case allows students to engage with classical marketing tenets of branding, media and communications decisions and content marketing within a management framework
- Brand management/equity
- CSS 8: Marketing
- Insurance companies
- Insurance companies -- South Africa -- Management
Member of
- Emerald emerging markets case studies, volume 6, issue 3
- Online access with purchase: Emerald Emerging Markets Case Studies
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Data Citation of the Item 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)
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<div class="citation" vocab="http://schema.org/"><i class="fa fa-external-link-square fa-fw"></i> Data from <span resource="http://link.liverpool.ac.uk/portal/Building-the-BrightRock-brand-through-change/CPOo4HLurTA/" typeof="Book http://bibfra.me/vocab/lite/Item"><span property="name http://bibfra.me/vocab/lite/label"><a href="http://link.liverpool.ac.uk/portal/Building-the-BrightRock-brand-through-change/CPOo4HLurTA/">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)</a></span> - <span property="potentialAction" typeOf="OrganizeAction"><span property="agent" typeof="LibrarySystem http://library.link/vocab/LibrarySystem" resource="http://link.liverpool.ac.uk/"><span property="name http://bibfra.me/vocab/lite/label"><a property="url" href="http://link.liverpool.ac.uk/">Sydney Jones Library, University of Liverpool</a></span></span></span></span></div>
