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Aegon rebrands to strengthen global links

Aegon is rebadging its UK subsidiaries to raise the profile of the brand in a move that will see Scottish Equitable marketed as Aegon Scottish Equitable.

Corporate and individual brands will carry the Aegon name as well as their existing name in a strategy designed to raise awareness of the parent company among customers.

Positive Solutions, Origen and Aegon Asset Management will be unaffected by the changes.

The Scottish Equitable Protect brand, created in January 2001, will be axed and the protection business will be merged into the main Aegon Scottish Equitable brand. Two new brands – Aegon Trustee Solutions and Aegon Actuarial Services – will be created in the final-salary pension area.

Each brand and its accompanying marketing literature has been redesigned.

Aegon UK chief executive Otto Thoresen says: “Our research told us that our existing product brands are valued in the market for their expertise in their sectors but that the link with our global parent needed to be strengthened.

“Aegon Scottish Equitable offers customers the financial backing of one of the world’s biggest insurers and the access to global expertise that comes with it. Our new approach makes the Aegon link clear to customers and advisers.”

CBK principal Peter Chadborn says: “The brand is important in the eyes of the customer and therefore it is important to the IFA.

“Customers will take comfort from knowing that the Scottish Equitable brand is part of a bigger organisation. I am pleased Aegon is retaining the ScotEq brand.”


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