Marketing 13th Edition by Gary Armstrong, Philip Kotler

Exercise 9

Plymouth Rock Assurance is an insurance company with a brand-ing tale to tell. What started as a single Massachusetts-based auto insurance company in the early 1980s quickly grew into a group of separate companies that write and manage property and casualty insurance in various states. To streamline operations, cut costs, and better serve customers, the company undertook a rebranding process to combine three distinct auto insurance brands-Plymouth Rock, High Point, and Palisades-into one.
Rather than remaking the brand overnight, the company carried out a gradual transformation that retained existing brand equity and put customers' minds at ease. With Plymouth Rock as the parent brand and High Point and Palisades as sub-brands, the company transitioned the three into a single brand in incremental steps.
After viewing the video featuring Plymouth Rock Assurance, answer the following questions:
Describe the process that Plymouth Rock Assurance used to rebrand the company. How does this process differ from other options it could have pursued?