Vienna Insurance Group's multi-brand strategy is an important factor in setting it apart from its competitors. VIG operates with multiple companies and brands in most of its markets. The individually tailored market presence of each of these companies allows them to address different target groups and design different product portfolios.
Each Group company uses its local brand as its first name, followed by Vienna Insurance Group as its family name. This allows well-established brands that are already enjoying good customer recognition to be retained and strengthens the regional identity and commitment of local employees. At the same time, adding Vienna Insurance Group to the name proclaims the international stature and many years of experience of the Group and provides additional security to our customers.
Use of this multi-brand strategy does not mean, however, that potential synergies are not exploited. Structural efficiency and the cost-effective use of resources are examined regularly. In many countries, employees are already successfully working in back offices that serve more than one company. Group companies can, however, be merged when the advantages of a diversified market presence are clearly outweighed by significant potential synergies. An example of this happening is provided by the activities in Croatia in 2013.