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Trying to leverage the advantages of the Caribbean Community (Caricom), the Caribbean single market & Economy, and their advantage of being in 21 territories, Guardian Holdings Ltd is conducting an extensive rebranding exercise which will see the reemergence of a new Guardian Group. This involves the changing of signs, stationery, policies and cover notes (over a period); and the entire image of the company throughout the process. Also as with any major re-imaging exercise there will be a roll-out of new television and newspaper ads, and we can look out for some during the upcoming CPL cricket tournament.
Rebranding Not Cheap
Unable to give an idea of the cost of the rebranding on the company, President of Globe Insurance, speaking about the rebranding recently, confirmed that she’s doesn’t have the exact cost, but for sure that it’s not cheap. Already they have began the process in Trinidad, Jamaica and Barbados, some of the major countries in their 21 territory treck.
Extensive Research
The company conducted extensive research (market analysis, focus groups, employee, customer and general surveys), which was a year and a half of re-examining the brand. Eventually they found that there was significant brand equity in the word ‘Guardian’, which they have kept in the new brand.
The company issued a press release on July 24, 2013 stating that ‘The Board of Directors of Guardian Holdings Limited (GHL) (the ultimate parent company for Guardian Life of the Caribbean Limited, Guardian General Insurance Limited and Guardian Asset Management Limited in Trinidad & Tobago and Guardian Life Limited, Globe Insurance Company of Jamaica Limited and West Indies Alliance Insurance Company Limited in Jamaica) has agreed to rebrand the member companies of GHL across all the territories in which it operates.
The new brand name is Guardian Group and it will be represented by one logo and a common tagline in all its regional and international markets. The rebranding activity is expected to be complete by August 2013.’
UPDATE: Guardian Holdings issued a release to the Jamaica Stock Exchange on August 8, 2013, which read. Guardian Holdings Limited (GHL) the parent company for an integrated financial services group, which in Jamaica includes Guardian Life Limited, Globe Insurance Company Limited and West Indies Alliance has revealed a new single brand identity and architecture which positions all nine companies in the English and Dutch Caribbean under one brand name across the region – Guardian Group.
