The branding in statutory health insurance is used for the delimitation of a legally regulated and quite homogeneous market. This paper presents a marketing concept as four-field matrix, which works out the essential determinants and severity factors. Health is here considered either emotional or rational concept. The health insurance company is regarded in this context as a saver versus supporter. The shaping factors are systematized in a four-field matrix for brand positioning (increasing the performance, motivation to comprehensive health, strengthen the capabilities, and preservation of the performance). Afterwards the concept is presented for the example of selected health insurance and critically discussed. In summary, the brands of individual health insurance can be useful classified and separated according to the present concept.