Rebrand in crisis: how Liberty came to Ireland

摘要

Liberty Mutual of the USA entered the mainstream insurance market in Ireland through taking over of Quinn Insurance as a going concern. In formulating the name change, a little-known brand in the Irish market has taken centre stage in a way that was swift, instant and complete. This is a case study based on information in the public domain, interview with the company and also from academic sources illustrating the rebranding of Quinn Insurance to Liberty Insurance.