Sun Life Financial is one of the largest financial services companies in the world. It is based in Canada and mainly operates in field of life insurance. Name, logo and advertising slogan chosen by this company form single picture of reliability, safety and happy life. It should be noted that the image of sun plays in important in communicating the companys values and principles to the customer.
The name includes metaphor representing an ideal of life without problems that invoke positive associations of the potential and target customers. Logo directly reflects the positioning strategy of Sun Life Financial. It symbolizes sun depicted in stylish way. The motto of the company is similar to the advertising slogan: Life is brighter under the sun. In this context, life insurance is specific tool of sunlighting the life of clients. Insured person lives sunny life. It should be noted that for this company that right combination of logo, name and advertising slogan is indispensable component of success and establishing long-term relation with customers.
Therefore it is clear that the elements of the companys brand image are interrelated. Interrelation, in this case, means that change of logo or name should be obligatory followed by appropriate changes of advertising slogan or vice versa. For Sun Life Financial radical and incompatible changes may result in the loss of customers loyalty or even decrease of sales because of the fact that the company has set up its brand image long time ago and customers are deeply accustomed to such positioning. Benefits may be received as the result of changing the formulation of the slogan with further retention of the sun image. The logo may also be enhanced by creation of new picture, but it should be similar to the existing one. The company has changed logo several years ago, but the previous logo was different picture of sun. It should be noted that Sun Life is Multinational Corporation so the cost of rebranding will be high. Moreover, the currently applied logo, name and slogan are really efficient and positively influence the perception of the Sun Life by the customers, so there is no need in changes at that time.
References
(2016, July 09). Retrieved from Official website of Sun Life: http://www.sunlife.com
