Analysis Of The Brand Building And Communication Of Chinese Insurance Companies

Insurance brand is able to distinguish an enterprise’s products and services from thecompetitors’, which is due to insurance product’s characteristics, intangibility, serviceability,and unsoughtness. Insurance brand can not deliver product information to customersthrough physical demonstration, while those signals emanated to the customers constitutedecisive factors to their purchase behavior ultimately, which is nothing else than the corevalue of insurance company’s brand image.The purpose of this study is to analyze current situation of brand building and brandpropagation in Chinese insurance companies, and pointed out the impact caused by thebrand issues to insurance companies in the business development, and on the basis ofanalysis to insurance companies how to build brand and propagate brand, then support andaid Chinese insurance companies to play a positive utility in the global insurance industry.At present, there’re total149insurance companies in China, except for a furious price warbetween the players, brand competition goes straightforward. But price war is no doubtharmful to all participators, especially in recent years, authorities strengthen supervision inthe market, the vicious competition of price war has been overseen more strictly. As a result,homogenization competition in product development and price among domestics insurancecompanies manifested even more obviously. After this background, brand plays a moreimportant role when the customer choose an insurance agency.