01 Gothaer Konzern_E_09_Umschl - Gothaer Allgemeine ...

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Topical Subject Why a strong brand is so important, especially for an insurer. 1906 Central-Sterbekasse recognized as small mutual insurance association. A strong brand is a crucial success factor for any company: It is the brand that creates customer relationships and customer loyalty and provides orientation. It conveys an attitude to life and a sense of community. The brand is the anchor of confidence in a sea of media diversity with a plethora of information and products. This is especially so in the insurance sector. In fact, it is the very complexity of insurance as a subject that gives the brand its decisive function for clients. After all, insurance cover, being an intangible good, is not something you can lay your hands on. The customer’s decision to buy is based on confidence. The promise given by the brand must be unequivocal and credible and must address the target group. An excellent image plus customer confidence are now growing in importance. A good name, along with the respect of customers and general public, is a company’s calling card. This is a view not universally shared in the industry: Traditional names like Colonia, Nordstern, Hamburg-Mannheimer, Victoria and Volksfürsorge have now vanished from the market. “We are sticking to the traditional Gothaer brand. This brand has successfully held its own for 190 years now a and enjoys the great confidence of our clients,” says Dr. Hartmut Nickel-Waninger, Gothaer Chief Sales Officer. Fire insurance signs, 1860. Fire insurance signs originally marked buildings for a company’s own fire-fighting units. Later, house-owners used them to show that they had insured house and home against fire with a respected company. One of the finest signs is from the year 1850. 1914 • Outbreak of the Great War • Introduction of disability and pension insurance • The Central-Sterbekasse Leo becomes the large mutual insurance association LEO Volks- und Lebensversicherungsbank a.G. 1918 • End of the Great War • War claims give rise to insurance benefits in an amount of 45 million marks. 1906 1914 1918 1923 1923 Gothaer Transport- Versicherungsbank AG set up. 22 Gothaer Group Annual Report 2009
How the Gothaer brand further evolved. 19th century advertising Positioning since 2003: Fairness 1924 Gothaer Allgemeine Versicherungs- Aktiengesellschaft set up in Gotha. 1924 1926 1926 Amalgamation of Neue and Alte Gothaer Leben as Gothaer Lebensversicherungsbank a.G. Advertising in the 1950s 1936 Barmer Verein Krankenversicherung auf Gegenseitigkeit zu Berlin commences operations. 1937 renamed to Berliner Verein, Krankenversicherung auf Gegenseitigkeit. Topical Subject In spring 2003, Gothaer launched a new brand campaign. Powered by the message “Gothaer. We’ll do it.” and the four core values “personal, fair, innovative and dependable”, a wide-ranging campaign got off the ground, backed by television advertising. Since both existing and prospective customers make their decisions to buy primarily on the basis of a personal contact with a field force representative, his presence and approach are of special importance to the brand image. A Gothaer advisor not only offers advice from a single source: Besides his function as a professionally competent port of call, he is also an ambassador for the entire Group. Fair products and benefits create the basis for confidence-based cooperation. The promise to offer innovative solutions, coupled with the aspiration to go on improving services and benefits, ensures a positive Advertising in the 1990s Gothaer Group Annual Report 2009 23 1936
Page 1 and 2: 108141 - 03.2009 The Gothaer Group
Page 3 and 4: Financial Highlights The Business U
Page 5: Gothaer Versicherungsbank VVaG Grou
Page 8 and 9: Foreword Rich in tradition, but for
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Page 22 and 23: 190 Years Gothaer brand 18 Gothaer
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