A carregar...
Publicação
Evaluating and elevating brand awareness for Una seguros a case for customer referrals
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 1.1 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This thesis evaluates and proposes strategies to elevate brand awareness and equity for Una Seguros, a Portuguese insurance company. Combining market analysis, customer surveys, and Keller’s Customer-Based Brand Equity model, the study examines Una Seguros’ current brand positioning, including the role of sports sponsorship in enhancing visibility. The research identifies challenges in brand salience and customer advocacy, proposing actionable strategies such as implementing a structured referral program, optimizing the claims process, and
leveraging influencer marketing to improve brand awareness and strengthen customer loyalty.
Descrição
Palavras-chave
Brand awareness Brand equity Portuguese insurance industry Sports sponsorship Referral program Claims process Influencer marketing