Arag undergoes major rebrand

"Our aim is to develop what has been a straight product brand into an attractive consumer brand," explained Dr Paul-Otto Faßbender, chief executive officer of the Arag Group.

Arag has expanded over the last 10 years into a modern insurance group with a number of different business segments and corporate divisions.

"Our corporate reality is clearly different today. We have taken advantage of the options available to the group and developed them further. Arag is no longer a national niche supplier focused on the legal insurance business alone," added Dr Faßbender.

The logo will remain but customers will be introduced to the new, broader brand position of the Arag Group through the new advertising campaign. Beginning on 11 July, three TV commercials featuring the campaign claim "Your plans. Your Life. Your Insurance." aim to show that Arag can help ensure the independence of its customers at significant turning points in life.

Legal insurance will remain the group's largest single segment and account for roughly 50% of premium income in the future as well. The other half comes from composite, health, and life insurance as integral components of the group.

The group is now pursuing a long-term strategy devoted to transforming the Arag brand from a narrowly defined product brand into an attractive consumer brand.

The new brand position emphasises precisely what holds Arag together as a family enterprise: its independence. "That is our most important asset, and it is entirely in line with the wishes of consumers, who are also striving for independence and personal development. We surveyed consumers on this issue in the most recent issue of "Markenbarometer Assekuranz." The respondents confirmed that insurance companies have a credible potential to provide support when it comes to independence - and we want to build more effectively on that in the future," Dr Faßbender pointed out.

"Our new brand strategy will make the evolution of the Arag Group visible and palpable for the first time. With these plans, we are laying the foundation for the development of Arag into an international brand-name company. Achieving that goal will take some time, but we are now taking the first steps in that direction," added Dr Faßbender.