Troung, NatalieDamiani, Enrico2026-03-032026-03-032025-01-242024-12-17http://hdl.handle.net/10362/200894This thesis evaluates strategies to enhance brand awareness and equity for Una Seguros, a Portuguese insurance company. By combining market analysis, customer surveys, and Keller’s Customer-Based Brand Equity model, the study assesses Una Seguros’ brand positioning. The research identifies challenges in customer satisfaction and loyalty, proposing actionable strategies such as optimizing the claims process for speed, transparency, and empathy. Improving these components will enhance customer experiences, strengthen brand recall, and drive long-term loyalty, ultimately improving Una Seguros' competitive position and brand visibility.engBrand awarenessBrand equityPortuguese insurance industrySports sponsorshipClaims processCustomer supportmaster thesis204130476