Occident
Grupo Catalana Occidente is a leading player in the Spanish insurance market, ranking fifth nationally and second globally in credit insurance in 2024. With over 14,000 agents, 1,300 offices, and 4.5 million policyholders, it stands out for its strong presence and service excellence.
Strategic Evolution: The Creation of Occident
Grupo Catalana Occidente faced a pivotal strategic decision: uniting four historic brands —Catalana Occidente, Plus Ultra, Seguros Bilbao, and Norte Hispana— under a single, unified identity. This transformation needed to align with the group’s corporate values, preserve the trust of millions of policyholders and intermediaries, and maintain a strong perception of leadership in a highly competitive sector. The scale of this challenge required minimising risks associated with the change and ensuring decisions were guided by a profound understanding of customer expectations and needs.
What we did
- Consumer Insights
- Brand Equity Measurement
- Consumer Segmentation
- Customer Journey Evaluation
- Data Analytics
- New Brand Concept test
Industry
- Insurance
Strategic Transformation: Uniting Brands to Lead with Occident
Solution
We applied our self-owned Tags® and Ideal Brand DNA methodologies to structure the process with data-driven precision. Through comprehensive quantitative and qualitative studies, we analysed how policyholders and intermediaries perceived the original brands and identified how to integrate their key attributes into the new identity. The methodologies helped pinpoint the values to retain and the adjustments needed to optimise acceptance of the new brand. The entire process was grounded in consumer insights, ensuring every step aligned with customer expectations while mitigating strategic risks.
Results
The project culminated successfully with the creation and launch of Occident as a strong, cohesive brand. The new identity effectively conveyed Grupo Catalana Occidente’s corporate values and reinforced its leadership in the insurance market. The unification enhanced operational efficiency and brand communication, strengthening the emotional connection with policyholders and intermediaries. Furthermore, the transformation process was executed smoothly, minimising resistance to change and maximising acceptance both internally and externally.
