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A collection of insurance brands: The story of RSA in Ireland

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  • Richard Brophy

Abstract

Many firms in financial services opt for corporate branding in order to unify their activities and leverage a strong brand across business units. While this may be the case, some financial service organisations retain the approach of using a collection of brands within the organisation. RSA has opted to retain its existing brands while gaining market share in Ireland. This paper studies the approach that RSA has taken in its brand architecture. Through a literature review of branding and rebranding, along with a historical study of the RSA Company going back to its foundation, the author attempts to chart the direction of the company alongside industry changes, such as product distribution and also the introduction of other stakeholders to the marketplace. Unlike its insurance peers, RSA is one of the few insurers that operates a portfolio of brands that operate in different markets within the industry. While the company is well known as a large insurer in Ireland, it retains its existing brands in a successful way through its product distribution

Suggested Citation

  • Richard Brophy, 2015. "A collection of insurance brands: The story of RSA in Ireland," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1067567-106, December.
    • Handle: RePEc:taf:oabmxx:v:2:y:2015:i:1:p:1067567
    DOI: 10.1080/23311975.2015.1067567
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    References listed on IDEAS

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    1. Richard Brophy, 2013. "Bancassurance: an insurance concept from a Irish perspective," Journal of Financial Regulation and Compliance, Emerald Group Publishing Limited, vol. 21(4), pages 319-333, November.
    2. John Goddard & Phil Molyneux & John O.S. Wilson, 2009. "The financial crisis in Europe: evolution, policy responses and lessons for the future," Journal of Financial Regulation and Compliance, Emerald Group Publishing Limited, vol. 17(4), pages 362-380, November.
    3. Jens Hagendorff & Michael Collins & Kevin Keasey, 2007. "Bank deregulation and acquisition activity: the cases of the US, Italy and Germany," Journal of Financial Regulation and Compliance, Emerald Group Publishing Limited, vol. 15(2), pages 199-209, May.
    4. Michael McKee, 2006. "European supervisory convergence: a new dynamic," Journal of Financial Regulation and Compliance, Emerald Group Publishing, vol. 14(4), pages 348-362, November.
    5. Oliver Westall, 1997. "Invisible, Visible and 'Direct' Hands: An Institutional Interpretation of Organisational Structure and Change in British General Insurance," Business History, Taylor & Francis Journals, vol. 39(4), pages 44-66.
    6. C. Okeahalam, 2008. "Does Bancassurance Reduce the Price of Financial Service Products?," Journal of Financial Services Research, Springer;Western Finance Association, vol. 33(3), pages 147-162, June.
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