Aviva to ditch Norwich Union brand

Tue, 06 May 2008

The UK’s biggest insurer, Aviva, has revealed that it will scrap its 200-year old trading name, Norwich Union, as it seeks a single identity to compete in international markets.

Aviva said the rebranding is part of its strategy to "grow and transform the business to compete on a global scale" and that, following a major review, the Norwich Union name will be phased out over the next two years.

Andrew Moss, Aviva group’s chief executive, says that 60 per cent of its business is generated outside the UK and that it trades as Aviva in more than 20 of the 27 countries in which it operates. In some of these places, the Norwich Union name "means nothing", he says.

Irish insurer Hibernian and Commercial Union Poland will also be rebranded under the Aviva name. However the RAC, also part of the Aviva group, will retain its name because the roadside recovery unit has specific trust and recognition for its members, says the company.
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