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Brand awareness boost for Metropolitan

31 Aug 2010

Metropolitan's brand awareness has been measured in two recent surveys - it was named the second best life insurance brand in South Africa by Target Group Index South Africa (TGI) and second best long-term insurer in South Africa by the recent Sunday Times Top Brands Survey. This is despite reportedly spending less than a quarter of the advertising budgets of its larger competitors.

Yasmina Francke, group brand manager for Metropolitan, says, "Traditionally, the majority of South African corporates are still stuck in their respective silos of operations, namely distribution, marketing, finance and IT, for example. At Metropolitan, we decided to innovate, break down the silos and focus on relationship building to maximise our brand value. Given this, employees and suppliers all form part of our value chain, from front desk reception to our PR agency and together, they all embody and bring the brand to life."

The TGI award is particularly significant as it reflects very detailed brand awareness by the participants in the survey. The survey process has six waves of 2500 interviews each being collected. Each participant is asked detailed questions on four broad areas: product, (including brand, product and service consumption), lifestyles (attitudes and habits over a wide range of topics), media consumption and demographics. It covers 19 broad product/service areas and provides data on 8000 brands in 550 product categories.