Bite-size Case Study

How Aflac used advertising to increase the value of its corporate brand

Published on April 30, 2017   8 min
0:03
In this next section, we're going to be talking about a case study which is a really very interesting company called Aflac, an insurance company in the US, in truly a low interest category, but yet they have built a brand based on the silly duck pronouncing the name Aflac and has created a tremendous interest and following in the US. The interesting thing about this case study is we're going to be looking at both the revenue and the corporate brand equity, both sides of the brand value equation. And that is what this section is all about.
0:40
On this slide, what we're looking at is familiarity and favorability based on core brands, corporate branding index research over time. We report this data on a quarterly basis. This is rolled up into an annual basis for ease of viewing. We have, first of all, familiarity and favorability are on a 100-point scale, the blue is familiarity, the red is favorability. And those who are familiar with the company can evaluate the favorability attributes.
Hide

How Aflac used advertising to increase the value of its corporate brand

Embed in course/own notes