Quotation Schuh, Arnold, Mayrhofer, Ferdinand. 2020. UNIQA vs VIG: What is the right brand strategy for Central and Eastern Europe? EMCEE Website.


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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?

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Case study
Language English
Title UNIQA vs VIG: What is the right brand strategy for Central and Eastern Europe?
Source EMCEE Website
Year 2020
URL https://www.wu.ac.at/emcee/lehre/lehrmaterialien/fallstudien-emerging-markets-cee

Associations

People
Schuh, Arnold (Details)
External
Mayrhofer, Ferdinand (WU, Austria)
Organization
Competence Center for Emerging Markets and CEE WE (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5307 Business and management economics (Details)
5320 Marketing (Details)
5333 Business management (Details)
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