7-15. What value proposition lies at the core of Plymouth Rock Assurance?)

Plymouth Rock Assurance is an insurance company with a branding 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