R+V is the second largest insurer in the German market. However, most Germans are not aware of this. Brand awareness was only 15% in Germany in mid-2020. That is remarkable for a company with 8 million customers, more than 16,000 employees (R+V Insurance 2020a) and premium income of 18 billion euros (R+V Insurance 2020b). There are many reasons for this, one of which is the years of defensive orientation of external communications. Until 2017, the motto preferred by the Board of Management at that time prevailed: “We do not need active communications, we are growing splendidly even without it”.
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