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Insurance Marketing
Power Shot: Customer Brand Loyalty and Sports Partnerships Are in Full Effect in Insurance

COVID-19 hasn’t stopped many insurance brands from resonating with consumers and meeting customer expectations, and Vitality is partnering with reigning Olympic gold medal team England & Great Britain Women’s Hockey.
  • Lori Chordas
  • April 2021
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Brand Appeal

Photo courtesy of State Farm

While COVID-19 has changed the way we live and work, it hasn't impacted customer brand loyalty. Last year, several insurance brands passed the loyalty stress test posed by COVID-19, according to Brand Keys 25th annual 2021 Customer Loyalty Engagement Index. The national survey reports STATE FARM, USAA, METLIFE, PROGRESSIVE and NEW YORK LIFE were among the insurers with the overall highest emotional engagement and levels of meeting customer expectations last year.

This year's Index examined customers' relationships with 855 brands in 94 categories. In order to graphically illustrate brand loyalty rankings, Brand Keys created a series of quadrant maps to delineate brand loyalty position in the marketplace based on two stress-test dynamics: emotional engagement and meeting customer expectations, said Brand Keys Founder and President Robert Passikoff.

He said trust is a major component of those drivers, especially in categories like insurance.


Coming Together

Photo courtesy of Vitality

Health and life insurer VITALITY has scored a goal as the new principal partner of England &Great Britain Women's Hockey—a champion field hockey team that is looking to defend its Olympic title this summer at the 2021 Tokyo Games.

As part of the three-year sponsorship deal, Vitality's logo will be worn on the players' shirts during games. The U.K. insurer also will become a presenting partner of Federation Internationale de Hockey Pro League in Great Britain, which includes both men's and women's matches, and a title partner of the English Women's Hockey League, now named the Vitality Women's Hockey League.

Earlier this year, Vitality announced England &Great Britain's former captain, Alex Danson-Bennett, will be joining the Vitality team as a performance champion. The Olympic gold medalist will use her passion and experience to help motivate and inspire Vitality's colleagues to “look after and prioritize their health and well-being,” it said. Danson-Bennett retired from the sport last February after sustaining a mild traumatic brain injury when hitting her head on a concrete wall in 2018.


Lori Chordas is a senior associate editor. She can be reached at lori.chordas@ambest.com.


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