United Kingdom, International - May 2008

The British insurance company Aviva announced at the end of April 2008 the final two-year phase of its brand unification strategy. During this period, Aviva will become the group’s sole brand internationally. Its Norwich Union (UK), Commercial Union Poland and Hibernian (Ireland) subsidiaries will adopt the Aviva brand. This change to a global brand is part of the strategy adopted by Aviva, defined as “One Aviva, twice the value”, which is intended to enhance brand recognition on all the group’s markets, achieve closer integration within the group’s hitherto independent entities and make it more competitive.

Keywords : brand, insurance

Accounts : Aviva