Norwich Union name to vanish after 200 years
April 30, 2008
The world’s fifth largest insurance company Aviva is to cut its ties with the Norwich Union brand which is 200 years old.
It is part of a marketing exercise that will see Aviva operating under one name worldwide. Aviva own several companies worldwide including the commercial brand which Aviva trades under in Poland and the RAC, which will be one of only two of Aviva companies to keep its own name.
Chief executive of Aviva Andrew Moss said “As we’ve become increasingly global, it is clear we need one name our customers can recognize wherever they are in the world,” he added “By investing in a single name, we will amplify the global impact of our advertising and sponsorship spend”.
The company are aware that this re-branding could cause a backlash in the UK because of Norwich Unions history, which was founded in Norwich in 1797, Mr Moss has said that the city that gave the company its name, will continue to be the UK headquarters for Norwich Union and re-branding would not mean any job losses.
The company will also become the shirt sponsor of Norwich City Football Club from next season. The insurer said this shows further commitment to the city.
www.norwichunion.com
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