In 2019, Canada Life re-marked their place of brands comprised of Extraordinary West Life, Canada Life and London Life under the revived Canada Life brand. Free of the worth created from consolidating three marked business under a solitary brand, the Canada Life brand has expanded in esteem by 150% (figure 1.).
Figure 1
From that point forward, they have developed their image esteem by 150% (this bars the worth acquired from the consolidation). Besides, their image has fundamentally expanded its solidarity moving from an A+ (‘solid’) brand rating to an AAA-(‘very impressive’), joining a first class gathering of driving worldwide protection brands, for example, Allianz, AIA, Ping-An and Geico.
Brand Funds yearly protection research uncovered that the Canada Life brand performs uncommonly well in its home market displaying elevated degrees of commonality and buy thought also exceptionally sure opinion towards its standing and different properties, for example, client assistance.
Canada Life proceeded to sustain and put resources into their image over testing monetary circumstances welcomed on by the Coronavirus pandemic displaying just a little diminishing in brand esteem in 2021. In 2022 they have returned essentially with an expansion in brand worth of 51%.
The brand’s excursion throughout recent years addresses a convincing contextual investigation for an effective re-brand and the positive effect it can have on both the brand and business with the right brand technique behind it.
Brand Worth Development
Brand Worth Development
Interview with Jeff Macoun.
Jeff Macoun, President and Head Working Official, Canada Life
In the midst of emergency, promoting spending plans are many times one of the principal details to get cut, however in 2021 Canada Life appeared to be all over the place. What was the reasoning behind the ‘For Life as you most likely are aware it™’ crusade?
From the get-go in the pandemic, we realized Canadians required master direction and exhortation like never before. That is the reason we sent off our “A little master counsel” crusade – to show Canadians we were with them constantly.
At the point when we sent off our most memorable full brand crusade, ‘For life as far as you might be concerned’, we painstakingly thought to be the requirements of Canadians. We believed it should mirror our organization’s motivation – to further develop the monetary, physical and mental prosperity of Canadians and furthermore to guarantee it was appealing – regardless of who was watching, where they resided, or what their existence was by then.
With our mission’s prosperity, we refreshed it in 2021 to additionally mirror the variety of Canadians. Including kids and their future selves helps show the fluctuated and interesting daily routines we each experience.
It is work searchers market this moment, how is Canada Life doing its representatives to stand apart from the pack?
Our representatives and counselors realize they matter. They have a voice and they’re engaged to have an effect. All through the pandemic and as we move towards a new, mixture approach to working, they have forever been remembered for the conversation – open correspondence is important for our DNA.
Our organization culture is based on a promise to really focusing – on one another, our clients and networks. It’s displayed in the prosperity programs we offer, similar to our adaptable work courses of action, emotional wellness benefits and monetary help for training.
Most importantly, our organization culture is reflected in the pride workers have in us. In our 2021 yearly worker overview, finished by in excess of 10,000 representatives, a remarkable 84% of workers showed they are profoundly connected with – this places us in the top quartile for Canadian organizations. Considering how testing it has been for everybody to change their work and individual lives throughout the course of recent years, this is something we’re particularly pleased with.
The contributions from the protection and banking areas are progressively covering. What is the methodology for prevailing upon the personalities of clients who actually see the two areas as particular?
At Canada Life, our clients are at the focal point of what we do. With contending items on the lookout, it’s the trust we’ve worked with Canadians that really separates us.
Whether it’s putting resources into an insurance contract or opening a RESP for a kid – trust is worked through the devotion of our representatives and consultants who assist our clients with arriving at their possible consistently.
According to a brand point of view, we drive interest through publicizing, yet we prevail upon clients through our everyday communications. It’s tied in with following through on the commitments we make, every single day.
Canada Life and plan and For Life As far as You Might be concerned and configuration are brand names of The Canada Life Affirmation Organization.