The dichotomy between perceived and intended insurers' brand positioning: a multiple case study in Portugal

Abstract

This research is based on the UN's 2030 Agenda for Sustainable Development, which includes strengthening the capacity of insurers to provide insurance services for all. Brands have become increasingly important, but more research needs to be done on BP (BP). A distinctive BP can enable an organisation to differentiate itself from its competitors and become relevant in its market. Branding decisions play an important role in marketing strategy, although their relevance and impact are still underestimated and underutilised (Aaker, 2023). For any insurer to survive in its highly competitive market, managers need to have in-depth knowledge of BP.