MEINEKLASSIK & MEINPREMIUM

Naming system for LVM insurance

All good names come in pairs: emotional naming for a rational industry.

Good names come in pairs

What happens when a large insurance company restructures its product structure? Many things are changing. So how can confusion be avoided among employees, customers and direct sales agencies? That's right: through uniform naming and nomenclature within the reorganized product portfolio.

The big goals: harmonization, simplification, comprehension. For this purpose, the project starts with the definition of  two-tier structure to be applied throughout the portfolio. However, a “simple” creation of two tariff names is not enough.

Hand in hand to verbal branding

We lay the foundation in brand workshops with representatives from different internal divisions and sales agencies. Where — and what — do we stand for? Where do we want to go?

Summarized in verbal DNA, it is clear that the focus is not only on the well-known LVM core values (security, trust and responsibility). The focus on binding customer relationships and being close to the target group is just as important.

Product names with personality

After several rounds of creation, trademark checks and competition law reviews as well as a consumer survey, there is one naming route that shines brightest. For the naming system, names that begin with “Mein” (= my) are preferred. In keeping with the trusting, target group-oriented tone, the line impresses both the expert committee and the executive board.

With “MeineKlassik” (= "my classic") and “MeinPremium” (= "my premium"), there are finally two favorites. Lexical — yet innovative in competition. Simple — and accurate at the same time. Both tariff names reflect the essential quality standards of all products and can be used across all divisions for the two-tier portfolio structure.

The clarity of the overarching naming system is also reflected in the nomenclature: LVM + descriptive product name + naming. And the accessible, yet eye-catching naming approach is also revealed in other namings implemented for LVM, such as FutureNow and bewusster werden.

Task completed? For sure.

Your way to the right brand strategy.

Come along: to successful naming and sustainable branding.

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Further references