Aviva is looking to unite under one worldwide brand name to compete globally, with the Commercial Union Poland and Hibernian brand names also disappearing.
Over 60 per cent of the group’s business is now derived from outside the UK and the company trades under the Aviva name in 20 markets in Europe, North America and the Asia-Pacific region.
Marketing director David Barral says the investment arms will be the first to change branding, with the NU general insurance and life arms to follow.
He says: “This is not a move that we have taken lightly as it is a defining moment in the company’s history. This is more than a logo change. We want to make sure we bring the best parts of the Norwich Union business along in continuing to build Aviva’s own global brand.”
Sole trader Brian Lawless says: “I do not think it is a bad thing. Aviva is becoming better known and I think clients generally get so used to people chopping and changing with mergers – they are not as precious as they used to be about brands.”