Design a Brand Associative Network of Insurance Covering Transport Risks

The purpose of this study is to design a Brand Associative Network of Insurance Covering Transport Risks using the brand concept mapping technique. Identifying how valuation and the formation of concepts related to the brand concept in the minds of customers is a guide to achieve this goal. The statistical population of the study is the customers of these two insurance brands in the western region of Tehran and the available sampling method has been used to collect data. The present study is an exploratory or hybrid mixture. The data collection tool in the first stage of the interview was theoretical adequacy and content analysis method was used. In the second stage, data collection was self-evaluated and analyzed using the brand concept map method. As a result of this study, the final map of Iran Insurance brand concept with ten main associations including: Iran, risk, money, government, fire, death, agency, traditional system, antiquity and accident and also the final map of Pasargad insurance brand concept. They were drawn with ten main associations including: deposit, risk, money, cost, driving, premium insurance, Pasargad Bank, newness, privacy and concern.