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Evaluating and elevating brand awareness for Una Seguros: a case for influencer marketing plan
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| 1.36 MB | Adobe PDF |
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This thesis evaluates and proposes strategies to elevate brand awareness and equity for Una
Seguros. Combining market analysis, customer surveys, and Keller’s Customer-Based Brand
Equity model, it identifies challenges in brand salience and customer advocacy, proposing and
exploring influencer marketing in depth to improve brand awareness and strengthen customer
loyalty. Diving into the potential of leveraging authentic influencer partnerships to build
credibility, reach targeted customer segments, and foster meaningful engagement.
Emphasizing alignment with brand values, transparent communication, and adherence to
industry regulations, it’s given a practical framework for Una Seguros to effectively implement
influencer marketing as part of a broader brand-building strategy.
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Brand awareness Brand equity Portuguese insurance industry Sports sponsorship Influencer marketing