Aim: The purpose of this study is to examine and analyze how insurance companies work to create value and confidence in their brands and then compare whether consumers perceive brands as companies seek. Method: The study is a gap analysis of both qualitative and quantitative in nature containing both interviews with insurance companies and a survey carried out on consumers. The study has been developed by analytical induction. Data: Consists of interviews with representatives from the insurance companies and survey responses from 99 consumers. Conclusion: From the study it can be concluded that the insurance industry is unique in its kind as a difficulty and complexity is obviously applicable to convey an overall impression to the consumer, which in turn will produce a brand value to the company. Creating a high brand value through good marketing where it maintained a good congruence between firms striving and consumer perception, is according to the scientists complicated because the lack of perceived quality affects the the big picture.