UNIQA vs VIG: What is the right brand strategy for Central and Eastern Europe?

Arnold Schuh, Ferdinand Mayrhofer

Publication: Other publicationsBusiness case

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Abstract

Vienna Insurance Group (VIG) and UNIQA are two insurers headquartered in Vienna which expanded successfully to Central and Eastern Europe in the last 30 years. While similar in their internationalization motives and "going east" strategy, they followed different brand strategies. VIG bets on a multi-brand strategy, UNIQA on a single-brand strategy. Both insurers are convinced that they pursue the right strategy. What are the reasons for choosing the respective brand strategy? What challenges have they faced in managing their brands? How does the increasing digitalization affect the brand strategies?
Original languageEnglish
Media of outputEMCEE Website
Number of pages18
Publication statusPublished - 2020

Austrian Classification of Fields of Science and Technology (ÖFOS)

  • 502052 Business administration
  • 502019 Marketing
  • 502044 Business management

Keywords

  • Brand strategy
  • Insurance
  • Central and Eastern Europe

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