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A case study on Geico around the idea of how they use a master brand strategy across all services they offer.
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MASTER BRAND - SUB BRAND STRATEGY
Car Insurance All InsuranceMore than car InsuranceGEICO
GEICO – Going Mobile
GEICO YouTube
GEICO Social Media
GEICO Online
GEICO Events
Tagline: 15 minutes could save you 15% or more.
GEICO – How does it all work
GEICO AS A MEGA BRAND
In the Insurance category, education is key to gaining more customers. Geico does this by easy and fun communications executed in a variety of ways reach any consumer (broadcast, online, social
media, regional messaging).
They’ve bucketed their different offerings and benefits via different broadcast campaigns. Consumers can easily tie the campaigns back to Geico’s main benefit: Giving consumers an easy
way to save money overall.
With their consistent tagline and icons, it is easy to say that Geico is a huge risk taker in finding methods to make their brand recognizable. Compared to other insurance or any other brand,
Geico is one of few that can have such diversified icons with a high brand recall.
Their brand purpose is unclear but they’ve established their brand as memorable among consumers.
