"I want a brand!" About CASCO consumers who want only "branded" insurance company

From my experience I can cite many examples of these client requests.

Most of them were like, "To the company has been known ..." "Something from those that" hearing "..." - Well, MMM at the time and was well-known and "at the hearing," it's just easier to depositors is gone.

The question arises immediately: what will you personally known company? Being "on the ear"? Reputation and brand recognition is the result of its intensive promotion, especially through the media. In addition, many are sponsoring various cultural actions, such as football matches. Calculation of thin: the majority of men is football fans, therefore, all the posters and logos are put aside in memory. On a subconscious level all the logos (beer, motor oil, gasoline stations, cigarettes, insurance, equipment, etc.), presented at the event will be considered a priori the best. 

Well, it does not detract from the quality of their way, but the price affects the most direct way: active advertising in the media and cultural actions require huge costs, in addition, the number of applicants for space and airtime is truly huge, so there is payment for the allocation of broadcasting time and the provision of advertising space for cultural actions in preference to others willing, colloquially referred to as an offering, and also has a clear legal title, explicitly prescribed in the codes. And that's just the amount of additional costs. As you can imagine, any commercial enterprise (including an insurance company) established for the purpose of generating income (profit), so all of these additional costs above fully passed on to consumers. It is expressed in the value of the tariff rate for insurance, which puts the company (I think they may be called because of fame, even far from the insurance people) in the category of luxury and well-known. 

Further aggressive slogans created stable association with quality. So we got a "brand." For the same as the insurance you pay a premium for a name for fame and thus pay for marketing expenses, which are returned to the fold.

Through the power of the audience liked the logo and slogan (works on its creation and marketing team of highly paid speechwriters) from clients sometimes hear the same thing: "I just want to (Specific famous insurance company, do not give the names)! Other proposals do not see!"