Guest lecture by Thomas Langer (Versicherungskammer Group) on the topic of brand and communication
Tobias Langner, Charlotte Lamerz, Lennart Borgmann, Julian Felix Kopka and Thomas Langer (from left to right)
On 17 January 2023, Thomas Langer, Head of Brand, Media and Projects at the Versicherungskammer Group, was a guest in our Bachelor's lecture "Marketing" at the Schumpeter School of Business and Economics.
In his gripping lecture on the topic of "Anchoring the brand in the minds and hearts of customers: Insight into brand work at the Versicherungskammer Group", the brand expert impressively explained the strong effects of consistent brand management. He began by outlining the specific challenges in the marketing of insurance companies, such as a lack of physical products and infrequent customer contact. He then impressively demonstrated the power of key images using the example of the blue umbrella of Versicherungskammer Bayern: This supports the differentiating and perceptible communication of brand values and thus makes a decisive contribution to sales success. Furthermore, Mr Langer convincingly illustrated the importance of the continuous further development of a brand using the logo optimisation of the Versicherungskammer Bayern. He also gave those present an initial insight into the design of the new brand campaign. He also discussed the effective use of activation techniques and the importance of a target group-orientated approach in communication. Finally, Mr Langer emphasised the importance of sound market research to validate brand management by presenting current survey data on key indicators of the campaign's success.
