Branding Technology Of Insurance Company

Mykhaylo Oklander, Lyubov Novoshynska and Olena Chukurna
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Mykhaylo Oklander: Odessa National Polytechnic University
Lyubov Novoshynska: Odessa National Economic University
Olena Chukurna: Odessa National Economic University

Ukrainian Journal Ekonomist, 2012, issue 11, 39-42

Abstract: In the article the technologies of branding and rebranding are considered on the example of the insurance company «Îranta». Design of brand times are presented at the market of insurance services. Methodology of estimation the brand’s cost is considered. It is estimated the «Îranta» brand’s cost after rebranding by the method of summarizing all the expenses on creation of brand. The multicriterion method of the ROBI 8 brand’s estimation (Return on Brand Investment) is offered for the estimation of insurance companies’ brands. The estimation criteria of the brand are worked out for insurance companies on the example of «Îranta» brand.

Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:uje:journl:y:2012:i:11:p:39-42

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