A brand journey to engage today's customers: Prudential Financial

Anna Papadopoulos and Niharika Shah

Journal of Brand Strategy, 2013, vol. 2, issue 2, 121-127

Abstract: This paper describes how Prudential has used media to drive a reappraisal of its brand. This has been achieved by engaging with a choice-based model of media to foster content discovery, create integrated experiences, give consumers a platform on which to engage and limit commercial interruption.

Keywords: content; digital; media; reposition; retirement; financial services; story telling; Prudential (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2013:v:2:i:2:p:121-127

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