This document discusses AFLAC's brand awareness and image promotion strategy. It outlines how: 1) In the 1990s, AFLAC had low brand awareness of 14% due to boring campaigns. To increase this, AFLAC launched the iconic "Duck" logo and extensive TV advertising. 2) The strategy was highly successful - by 2001, 90% of AFLAC's target audience recognized the brand, sales increased 30%, and sales leads grew 20%. 3) AFLAC created brand associations like being #1 in supplemental insurance, doing philanthropic work, and having a unique "Duck" mascot. These increased favorability, strength, and uniqueness of the brand in customers' minds.

1. MANISH
RAHMATULLAH KHAN
RIZWAN AKHTAR
SANDEEP SAHA
SRIDEB SAHA
SUBHADIP MITRA

2. 1. INSTRODUCTION AND BACKGROUND
2. MARKETING COMMUNICATION OBJECTIVE
3. BRAND AWEARNESS AND BRAND IMAGE
4. TYPES OF BRAND ASSOCIATION
5. BRAND EQUITY
6. TOMI
7. FAVORAVILITY, STRENGHT, UNIQUENESS
8. PROMOTIONAL STRATEGY

3. “Take care of our people ‘and they will
take care of the business.”
Daniel p. Amo
-chairman and CEO AFLAC incorporated.

4. AT A GLANCE
i) The company was founded by the three
brothers, John Amos, Paul Amos and Bill Amos in
mid town Columbus, Georgia in 1955.
ii) in 1973 AFLAC established a holding company
the American family corporation.
iii) AFLAC pioneered cancer insurance in 1958.
Iv) Fortune 500 companies,84 billion corporate
assets and company insured 60 million people
worldwide.
v) AFLAC launched a campaign in 2001 to
promote the first accident policy in Japan.

5. Increase brand awareness: - Among individuals
& human resources decision makers from 14% to
50%.
Increase the network of independent sales
associate & insurance brokers by 15%.
Increase qualified sales leads by 20%.
Most of all make AFLAC more profitable, it is
important to build a better connection between
customer & prospectus

6. Effect on Brand Awareness
Brand recognition increases to 90%.
Surpassing the objective of 50%.
Effect on Brand image
sales in US increases by 30%.
Increasing sales leads by 20%.
Recruitment increased by 22% over the
previous year.

7. Types of brands association
ATTRIBUTES
Non-product related
AFLAC is number one provider of supplemental
insurance.
It is fortune 500 company for excellence in
business environment, earnings and effectiveness.
It is counted as the 100 best companies to work
for in America.

8. It is the most admired company in life
and health insurance.
It is one of the best company for
minorities.
It also boosts an A+ rating from
standard & poor index.

9. Product related
AFLAC provided insurance to them who
have insurance but their policy do not give
enough coverage.
Duck the symbol of AFLAC bring
uniqueness in the insurance market by not
make them scared rather entertained
them.

10. BENEFITS
Functional
For advertising and promotion strategy
they have chosen best TV shows like
Wrestling, grand canyon etc
The advertising was entertaining &
awareness oriented at the same time to
sent a massage about the need for
supplemental insurance.

11. AFLAC’s websites www.aflac.com provides
information for all current & potential target
audience regarding company
Symbolic
Revenue earned by selling AFLAC duck
goodies directly goes to AFLAC cancer
centre.
Duck actually provides seriousness about
health insurance with lot of entertainment.

12. Experiential
AFLAC employee painting and landscaping
several homes built by Habitat for
humanity.
In the Christmas times AFLAC employee
including the chairman and CEO distributing
gift among poor children.
AFLAC also a $ 3 million sponsor for
children healthcare & one of the largest
pediatric cancer centers in the US.

13. OVER ALL
EVALUATION
90% of the AFLAC Target audience
recognized the co. name.
sales in the US increased by 30%.
increasing sales leads by 20%.
Recruitment increased by22%

14.  Sales in the U.S increased by
30%.
Increasing sales leads by 20%

15. 3
TOMI
BRAND RECALL
BRAND RECOGNITION
UNAWARES OF THE BRAND

16. Unaware of Brand
 In 1991 AFLAC level of brand
awareness was only 14%
 The same boring scary campaign like
other companies push AFLAC in the
same list.

17. BRAND RECOGNITION
1) FOR increase brand recognition AFLAC need a big
Idea & that is the logo ‘DUCK’.
2) To make people aware of the brand AFLAC done
extensive advertisement campaign in popular t.v
shows.
3) They have chosen media for advertisement like
college football, major league baseball etc.
4) AFLAC website also help people to know more
about the brand and their attributes

18. BRAND RECALL
AFLAC have done lot of CSR activities
to built their brand as a strong entity.
AFLAC use the ‘duck’ as a pop culture
icon, by company’s creative one voice onelook advertising.

19. TOMI
 Over 60,000 AFLAC Duck goodies have been sold
& the revenue generated for donating AFLAC cancer
centre.
 After the duck advertising began 90% of AFLAC
target audiences recognized the co. name.
 Due to high brand awareness sales increased by
30% & sales leads increased by 20% in US.
So, from the bottom of the pyramid AFLAC goes
to the top of pyramid of brand awareness & it
happens in a sequential manner in a step by step
process.

20. FAVOURABILITY
Aflac provided supplemental
insurance.
Aflac provided various sort of
insurance for customer satisfaction.
Aflac also providing them insurance
who does not have enough coverage.

21. STRENGTH
 Proper advertising and promotion
strategy by choosing best TV. Programs.
 Providing information about the company
and their activities & services through
websites.
 Lot of CSR activities for increasing brand
recognition & create a positive brand image
in society.

22. UNIQUENESS
• Duck, the symbol of AFLAC became highly popular
& strong entity in the mind of the people.
• AFLAC have taken an unique promotion strategy ,
which is different from scary and boring campaigns.

23. ATTRIBUTES MAPPED WITH BENEFITS
Efficiently trained employee are attributes
of the co. which is beneficial for the
customer by providing them proper
service.
Duck, the logo of AFLAC as well as
attributes beneficial for the customers by
making them entertained.

24. PROMOTIONAL STRATGY
It is a combined form of
advertisement & publicity &
public Relation.

25. Thank you
!!!