onstrategy brand value management INSURANCE INDUSTRY Brands Posi7oning and Reputa7on June, 2017 onstrategy 1 onstrategy ON STRATEGY is a mul1disciplinary consul1ng firm focused on the creaon and op1mizaon of the financial value of their customers and partners, and it is en1rely focused on quan1fying and maximizing the value of tangible and intangible assets as a result of robust and internaonally recognized methodologies which are supported by a deep understanding of the economic, poli1cal and social environment, and in par1cular the various industries that make up the business environment. ON STRATEGY was founded in 2009, and it aims to create and manage value for its customers, ac1ng in Portugal, Spain, United Kingdom and PALOP countries, developing partnerships with global ins1tu1ons, leaders, independent, cer1fied and disciplines excellence experts. www.onstrategy.com.pt Our Partners: onstrategy 2 We provide consulng services through independent and cerfied tools, analyzing and evaluang the strategies defined, the management decisions and the financial impact of the same on the brands and on the business performance. • Brand Due Diligence • Business Valuaon • Talent Strength, Leadership and Sustainability • Brand Porolio Analysis • Brand Valuaon • Talent Strength vs Brand Strength • Brand Extension Evaluaon • Business and Brand Value Analysis • Leadership and Vision • Brand Migraon • Intangible Asset Valuaon • Governance and Ethics • Brand Iden1ty Analysis • Fair Value Exercise • Ci1zenship and Social Responsibility • Brand Architecture Analysis • Intangible Asset Impairment Reviews • Appraisal and Bonus Sengs • Brand Strength Analysis • Patent Valuaon • Coaching and Mentoring • Brand Posi1oning Analysis • Asset Transfer Valuaon • Communicaon and Nego1aon • Brand Equity Analysis • Royalty Rang Seng • Culture Alignment • Brand Innovaon and Differen1aon Analysis • Transfer Pricing Analysis • Workplace Wellbeing • Brand Reputaon and Risk Analysis • Price Posi1oning Analysis • Brand Performance Analyisis • Profit and Loss Analysis • Brand Sustainability Analysis • Return on Investment • Touchpoints Analysis • Budget Seng • Sponsorship Analysis • Franchising and Licensing • Point of Sale Analysis • BrandCo and IPCo Strategy • Customer Experience Analysis • Scenario Modelling and Planning • Percep1on Mapping • KPIs Management and Target-seng • Compe1tor Benchmarking • Value Creaon • Market Research onstrategy 3 OTHER ENTERPRISES We have created and developed 3 stakehoders 1% 14% panels, with whom we are 365 days a year online to discuss issues relang to over 28 sectors of naonal economic ac1vity where we discuss subjects and do studies that support the leaders decision making in order to build +40.000 trust, preference, purchase and DATA BASE recommendaon of the same... CONTACTS 85% CITIZENS GENERIC PUBLIC ENTERPRISES OTHERS +35.020 ci1zens +5.870 board +40 journalists members (large, +20 Opinion Leaders medium, small and +25 Analysts micro companies) +25 University Prof onstrategy 4 The Reputation Economy Reputation Management is a discipline In a world characterized by the stress of everyday life, the speed with which everything happens, the permanent change in habits and atudes, the compeveness of financial and human resources, instability and uncertainty, the constant demand for success... ... many of the largest global organizaons do not meet in full the objecves set annually, because they do not map and manage in an integrated way their human, physical, intellectual and financial resources, and because they do not map and manage in an integrated manner its stakeholders to poten1ate trust, preference, purchase and recommendaon of the same. onstrategy 5 The Reputation Economy Reputation Management is a discipline Reputaon is known as the set of emo1onal and raonal percep1ons that the different stakeholders have about people, organizaons or places, and that according to them they develop atudes and behaviors. Reputaon is the percepon that different stakeholders have on past and present ac1ons which influence future expectaons. For stakehoders their percepon is their reality... onstrategy 6 The Reputation Economy Reputation Management is a discipline How much is it worth? onstrategy 7 The Reputation Economy Reputation Management is a discipline And this? insurance BRAND onstrategy 8 The Reputation Economy Reputation Management is a discipline insurance The brand maers, but BRAND today it’s not enough... Brand Reputaon drives behavior. onstrategy 9 The Reputation Economy Reputation Management is a discipline insurance PRICE, BRAND is what you pay... VALUE, is what you perceive you get. onstrategy 10 The Reputation Economy Reputation Management is a discipline Brand Brand Brand Stakeholders Positioning Portfolio & & Reputation Architecture Stakeholders Brand Brand Equity & Behavior Touchpoints Strength & Risk Drivers Business Brand Enterprise Economic Value Economic Value Economic Value onstrategy 11 The Reputation Economy Reputation Management is a discipline INSURANCE Brand Enterprise INDUSTRY Economic Value 28% Economic Value onstrategy 12 The Reputation Economy Reputation Management is a discipline Brand Strength Brand Brand Brand Equity Positioning & Reputation Business Performance Admiration Trust Preference Market Share Legal Protection Recommendation Communication Share Awareness Products & Services Touchpoints Efficiency Relevance Innovation & Differentiation Numeric Distribution Advantage Workplace & Wellbeing Weighted Distribution Loyalty & Bonding Social Responsibility Volume / Value Growth Governance & Ethics Leadership & Vision Finance Profit & Loss Trust / Buy / Defend / Recommend / Invest / Work onstrategy 13 The Reputation Economy Reputation Management is a discipline REPUTATION SUPPORTIVE BEHAVIOR 0-39 40-59 60-69 70-79 80-100 TRUST 9% 16% 35% 55% 84% BUY PRODUCTS AND SERVICES 8% 14% 31% 51% 83% PREFERENCE 8% 13% 30% 50% 83% RECOMMEND 7% 13% 30% 50% 82% SAY SOMETHING POSITIVE 8% 12% 27% 44% 77% WORK FOR/WITH 10% 17% 31% 47% 73% INVEST IN 7% 11% 24% 39% 67% onstrategy 14 The Reputation Economy Mapping out the Reputation journey Reputaon impacts Brand Strength, Brand Value and Enterprise Value onstrategy 15 The Reputation Economy Mapping out the Reputation journey Reputaon impacts Brand Strength, Brand Value and Enterprise Value onstrategy 16 The Reputation Economy Reputation Management is a discipline Reputaon and Risk affects a wide range of stakeholders Customer Staff Directors Brand Perceptions affect Brand Perceptions affect Potential Middle • Price Customers Managers • Recruitment • Volume • Retention • Repeat • Recommendation • Share of wallet Existing All Other • Morale • Cross sell Customers Employees • Staff costs Influencers Production e.g. Media Brand External Audiences Financial Audiences Brand Perceptions affect Brand Perceptions affect Trade • Distribution terms Sales • Interest spread Channels • Channel access • Share price • Strategic alliances • Debt/ Equity ratio • Deal completion Strategic • Risk appetite Debt Allies & • Licensing providers • Cost of borrowing Suppliers • CSR Investors onstrategy 17 The Reputation Economy The Insurance Industry – Stakeholders Weight CUSTOMERS & CONSUMERS 20% BROKERS & AGENTS 20% EMPLOYEES 15% MEDIA & JOURNALISTS 15% COMPETITORS 10% SUPPLIERS 10% ANALYSTS & OPINION LEADERS 5% AUTHORITIES & REGULATORS 5% onstrategy 18 POSITIONING Based on 4 dimensions (belonging and acceptance, stability and security, recogni1on and influence, risk and dominance) to map and idenfy differences in how different stakeholders see and would like to see the brand with which they interact. onstrategy 19 ARCHETYPAL POSITIONING The Insurance Industry Aspirational Brand - Dimensions and Attributes Lealdade, Apoio, Protecção Poder, Dependência Autoridade Atencioso Pureza, Renovação Verdade, Sabedoria Estabilidade Segurança Mago Mago Divertimento, Aceitação POSICIONAMENTO Independência Transformação, Espontaneidade Pertença PERSONALIDADE Reconhecimento Visão Bon-Vivant Bon-Vivant Risco Vitalidade Atracção, Descoberta, Sensualidade Aventura Coragem, Rebelde Inovação, Determinação Criatividade Não convencional, Rebeldia onstrategy 20 ARCHETYPAL POSITIONING MOST ASPIRATIONAL The Insurance Industry Aspirational Brand - Dimensions and Attributes POSITIONING ATENCIOSO DIRIGENTE MESTRE CRIADOR Protecção Poder Verdade Criavidade Segurança Estabilidade Respeito Imaginação Estabilidade Controlo Sabedoria Paixão Genuidade Orgulho Confiança Invenção Integridade Ordem Competência Inspiração Hones1dade Respeito Inteligência Inovação Lealdade Segurança Liderança Experiência Confiança Organização Visão Modernidade Conforto Protecção Excelência Dinamismo Social Autoridade Objec1vidade Empreendimento Coragem Racionalidade Solidez Éca Reconhecimento onstrategy 21 REPUTATION Reputaon management plays with qualitave and quan1tave data to support emo1onal and raonal dimensions and aributes indicators. STAKEHOLDERSSTAKEHOLDERS EMOTIONAL PERCEPTIONSEMOTIONAL PERCEPTIONS RATIONAL PERCEPTIONSRATIONAL PERCEPTIONS CONSUMERSCONSUMERS ADMIRE CUSTOMERSCUSTOMERS PRODUCTS & SERVICESPRODUCTS & SERVICESDIFFERENTIATION INNOVATION & SUPPLIERSSUPPLIERS ADMIREADMIRE EMPLOYEESEMPLOYEES INNOVATION & DIFFERENTIATIONINNOVATION & DIFFERENTIATION MEDIAMEDIA TRUST COMPETITORSCOMPETITORS TRUSTTRUSTVISION REPUTATION WORKPLACE & WELLBEINGWORKPLACE & WELLBEING OPINION LEADERSOPINION LEADERS LEADERSHIP & SCORE OPINION MAKERSOPINION MAKERS CITIZENSHIP & SOCIAL RESPONSIBILITYCITIZENSHIP & SOCIAL RESPONSIBILITY RECOMMEND SHAREHOLDERSSHAREHOLDERS PREFERPREFER