Samsung Fire employees are lined up with the letters reading, °±An insurance good for you.°±

 Samsung Fire and Marine Insurance Co. introduced “Your Spring” as a representative new brand for the company on Dec. 11, along with a new symbol and a slogan.

 The company said the new brand means that the insurance will look for its customers and guard them from various risks, so that they can literally enjoy the new warm spring season. 

The symbol for new brand being flower leaves is intended to remind customers of warm spring days, the non-life insurance firm said.

 The new brand slogan, “A Good Insurance for You,” is a promise to become a core power by the company to make the world brighter and full of hope. The introduction of the new brand is designed to change the public’s understanding for insurance to a positive one to upgrade the company’s value through long-term brand management.

 The non-life insurance firm plans to publicize the new brand through diverse media outlets, particularly on TV, showing that “a real spring” has arrived, as the company called for “spring” to be portrayed is a very cautious, natural but upfront manner, showing off the company’s true intention to satisfy its customers.

 Director Kim Kyu-hyung, chief of the public information team, said they thought Samsung Fire should be the first company to begin to talk about “good insurance,” to lead the project to bring a hopeful spring, “Your Spring” with excellent insurance products and services.

Following is some of the background and purpose to the introduction of the new non-life insurance product:

 The number of people in Korea with insurance policies per person climbed to 3.59[1] , a very high level, but the public’ understanding for insurance companies is still not yet positive, which is why Samsung Fire got the idea to kick off the campaign to make the public change its image on insurance to a more positive one that “insurance is good originally.” Another reason is the company would like to boost its corporate value through a long-term brand management as part of the company’s truly internally beneficial growth to be a top-class global entity.

 Another reason for the ad campaign is to explain what the new brand, “Your Spring,” is all about.  

The company says the insurance brand will look after its customers by “guarding” them from risks, as well as making customers enjoy warm spring days. Accordingly, the symbol for the new brand is made of flower leaves to remind its customers of spring weather.

 The key words in the company’s ad campaign for the new insurance brand are “seeing, spring time and better days.” 

Seeing is an attitude for its customers to look at the world as it evolves; Spring Time means a “sensual” benefit for customers as the company works for it. 

Better Days means the ultimate benefits for customers as the company works to provide them.

Samsung Fire is a leading non-life insurance firm in Korea and is known for first starting an auto insurance brand, 24-hour service, to accept accident reports, among others, winning the tile for starting many non-life insurance products and services for the first time in Korea.

 The company expects the kick off of “A Good Insurance” campaign will also add to its reputation for starting many firsts in the industry strengthening its image as a top firm in the non-insurance industry. 

It will also help tell the world that Samsung Fire is an integrated non-life insurance firm which sells diverse  non-life insurance products, such as long-term auto insurance and general insurance to boost its brand recognition amongst the public. 

The company expects the moves will encourage its employees and agents to provide their best services to customers.