Date of Award

Winter 12-15-2015

Degree Type

Thesis

Department

Moore School of Business

Director of Thesis

George Krempley

Second Reader

Gregory Niehaus

Abstract

This paper discusses the concept of brand management. The purpose is to give a brief introductory understanding of brand management and how it relates to the insurance industry. The benefits associated with brand management are detailed and analyzed in order to produce a variation of a SWOT analysis and a lean canvas. Meanwhile, Generation Y is explored as a market segment, along with challenges insurers face. This thesis seeks to explore the effects of branding on the insurance industry, with this market in mind. Consumer base fluctuations and revenue are factors considered when evaluating the effects of branding. Two well branded companies are examined in order to integrate the basic understanding of brand management, and discover the best branding techniques to use. This analysis concludes with a step by step guide for developing a brand management strategy, based on the company comparison. This thesis concludes with a final word on the importance of brand management.

First Page

1

Last Page

33

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