AIG Life brand makes way for AIA
As flagged some weeks ago, AIG Life has dropped its name in favour of AIA Australia Limited, effective today.
The move is part of a broader AIA Group re-branding initiative in which it is looking to distance itself from AIG, which has suffered significant brand damage during the financial crisis and is selling its interest in the AIA Group.
AIA Group is the parent company of AIG Life. A statement from the Australian arm of the business said the move was in alignment with the rest of the AIA Group across the Asian region. The new brand identity is a “symbolic representation of the AIA Group’s future separation from AIG”, the group said.
AIA Australia deputy managing director Paul Carson said the group’s aim is to make the re-branding exercise “as seamless as possible for all stakeholders” and minimise disruption to clients. The group said it is in close consultation with its institutional partners to assist with the transition.
Mark Wilson, AIA group chief executive officer and president, said the group’s new logo, which depicts a mountain, “retains strong links with our past while looking to the future".
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