Caresuper Brand Report (Essay Sample)

Caresuper Brand Report
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Caresuper Brand Report
In the living century, one of the reputable super funds corporations in Australia is the Caresuper. Caresuper provides members with benefits on retirement or attainment of a particular age and financially supports them with their dependants in the cases of death or inability to work due to physical or mental incapacitation. In an effort of meeting the consumers’ needs, the firm has various investment options available for its members such as capital stable, alternative growth and sustained balanced. Besides, it avails assets such as local and international shares and property. It is worth mentioning that the business also provides services such as those of medical cover, financial planning and general insurance. The Caresuper firm has around 195,000 Australians whose fund is worth around $4 billion. Deductively, whenever one mentions Caresuper, it reminds him or her of the enterprise superannuation for persons in administrative, service, professional and managerial occupations.
Role of the Brand Name
Caresuper has a unique brand name and symbol whose color signifies a bright future. As the name suggests, the fund prioritizes looking after one’s life; hence, the firm’s name starts with the name care. Secondly, it follows that the company does not only take care of its members, but also optimally looks after their welfare. Evidently, this is highly likely to create a positive and lingering image to both Caresuper’s members and prospects. Notably, if the brand name were Supercare, it would not be as memorable as it is with Caresuper. Another role that the above brand name plays is that it shows credibility of the company, which aids in getting rid of doubts among the community members. Precisely, this fosters effective communication of the corporation’s products and services. Knowingly, many buyers face the challenge of making an informed decision due to the competing sets of products. However, the Caresuper’s brand clearly distinguishes its products and services from those of competing firms within the same industry.
Occasionally, the Caresuper’s name significantly moves the target prospects. Therefore, group associates the name or even the logo with meeting the varying needs of customers such as effectiveness and advocacy (Kelly, 2001, p.3). Recently, research has indicated that Caresuper has ranked fifthly among the top twenty-four funds, which indicates a high level of consumer satisfaction. Hence, the customer’s review suggests that Caresuper is a market leader. The branding department is actively engaging the society. For instance, it appointed Giaan Rooney as the 2011 brand ambassador as well as it conducts brand-tracking research in which it fairly awards the winner. Rooney reported that she started investing when she was fifteen years; thus, the Caresuper fund has an anti-discriminatory nature since it cuts across different ages. In addition, the fund provides convenience in service and is client-driven to foster long-term investment. Consequently, the brand has helped the firm win members’ confidence and benefit from their continued loyalty.
It follows that Caresuper has maintained an outstanding position in the market. Its strategies of involving sportspeople and members’ participation are some of the crucial ways it uses to create awareness. In fact, the enterprise has given time limit within which it will declare the winners. Furthermore, the fund has ranked highly for the last two consecutive years. Evidently, the customers have emphasized more on brand name and so are the products and services. Ultimately, Caresuper has accumulated a reasonable number of active populations.
The Keller Customer-Based Brand Equity
In this case, the author suggests the adoption of an appropriate business-to-business model to help buyers quickly decides in the cases where they have many alternatives. Brand equity refers to the effect value that one obtains from the consumption of specified products or services. Consider, for example, a buyer is willing to incur extra costs in preference of services from a particular provider over other alternatives because of the brand equity. In such cases, the writer can say that the brand has added value to the user. The Keller CBBE forms the basis for the analysis of Caresuper brand. The model has six elements namely performance, feelings, judgment, resonance, imagery and resonance (Aaker, 1997, p.349). Of importance, the Keller CBBE...