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HDFC Life Insurance: Building a Service Brand
內容大綱
HDFC Life Insurance (HDFC Life) was competing in a changing environment as established banks began entering the insurance business. Even though several brands in the category advertised with different positioning strategies, consumers were not receptive. HDFC Life commissioned a survey that seemed to lead the senior manager of digital marketing to a dead end. The challenge was to introduce a differentiation that could be associated with the HDFC brand despite the limitations of the category and the unreceptive mindset of the target segment. The case also takes into consideration the changing lifestyles of potential insurance buyers in India, their new interest in purchasing insurance online and the complexities of developing a services brand in an emerging market.
學習目標
This case will enable students to understand<ul><li>The complexities of developing a brand in services using brand associations.</li><li>The impact of consumer perceptions on brands in the service category.</li><li>How a lack of perceived brand differentiation should be addressed by a brand manager.</li><li>How sustained brand associations can be used to build emotional relationships with consumers.</li></ul>