Aviva hopes to unite its business with a single worldwide brand as part of its strategy to grow and transform the business to compete on a global scale.
Aviva will become the customer-facing brand for the total group within two years, with NU, Commercial Union Poland and Hibernian brands all disappearing.
The group says the move will enable it to compete “even more effectively” on a global scale and is aligned to its vision of ‘One Aviva, twice the value’.
Group chief executive Andrew Moss says: “By investing in a single name, we will amplify the global impact of our advertising and sponsorship spend. Being a well-known international brand also opens doors when entering new markets and establishing partnerships with other global players, as we already do in bancassurance.
“Creating a brand that is known across the globe is an important step in being recognised as a worldwide force in financial services and an important milestone in delivering our ‘One Aviva, twice the value’ vision.”