...Richard Brophy Purpose – While competition within car and home insurance increases through more players and also unfamiliar entrants to the market (supermarkets), the purpose of this paper is to report on a study of one large insurer in Ireland which attempts to differentiate itself from its...

...Scott Davis Offers two new practical mechanisms on how best to ensure a brand′s future viability: developing a key brand insurance strategy and measuring return on brand investments (ROBI). A key brand insurance strategy is a defensive strategy companies should use to help combat a number...