CORPORATE | 05.14.2024
The brand, conveying trust to the customer
One of the most relevant assets within any company is the brand, an element that, although intangible, serves to differentiate itself in the market. How? Primarily, by transmitting an attribute to the customer: trust, through good service, responding to their demands and acting with integrity. Insurance is reinventing itself in its brand strategies. Would you like to learn more about the importance of this asset?
Pablo López Gil, General Manager of the Leading Brands of Spain Forum points out that “companies with better brand-oriented strategies perform better, grow more and have a greater capacity to attract and retain talent.”
That is why this element is crucial for the success of any company. In his opinion, for brands to captivate their customers and achieve significant market relevance, they must convey three fundamental values: “honesty, authenticity and consistency,” in addition to having a long-term vision and ability to adapt.
In its brand strategies, insurance is reinventing itself, responding to the changes that are being generated in the market. A brand like MAPFRE conveys above all trust, the basis of its relationship with its customers. This attribute becomes a reality through good service, responding to their demands and the integrity in its actions. According to the latest BrandZ ranking, prepared by the consultancy firm Kantar, the value of the MAPFRE brand grew by 8 percent compared to the previous year, reaching 645 million dollars. MAPFRE is also the 35th most valuable insurance company in the world, according to Brand Finance’s Insurance 100 2024 ranking and the only Spanish insurer that ranks in the top 100 of this classification.