Communication agency Mile RAPP together with Romir research holding presented a project to determine the value perception of markets and individual brands based on the international Brand DNA methodology.
To compile an overall value rating, 1,500 survey participants rated 25 values for how important each of them is as principles in life. The answer was given on a 10-point scale, where 1 is not at all important, and 10 is a very important value. Average values on a 10-point scale were used to determine the rating. It is stated that insurance has become increasingly associated with wealth (25 per cent in 2020 and 15 per cent in 2011) and status (32 per cent in 2020 in comparison to 23 per cent in 2011).
According to the results of the study, the main value of the insurance industry is reliability (62 per cent), safety (54 per cent), honesty (53 per cent), and social responsibility (46 per cent) of insurance companies. Secondly, consumers expect individuality and simplicity which they associate with status and wealth. It is noted that the youngest group of respondents (18-25 years old) more often than others noted the importance of such a value as social and economic equality (26 per cent).
Ru-Main, 09.11.2020
