Building the BrightRock brand through change

Resource Information

The work Building the BrightRock brand through change represents a distinct intellectual or artistic creation found in Sydney Jones Library, University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.

Label

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

• Goldman, Michael M

Contributor

• Reyneke, Mignon
• Mhizha, Tendai

Author

• Goldman, Michael M
• Mhizha, Tendai
• Reyneke, Mignon

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

Member of

• Emerald emerging markets case studies, volume 6, issue 3
• Online access with purchase: Emerald Emerging Markets Case Studies

Cataloging source

UtOrBLW

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