Norwich to get new name
Norwich Union’sAustralian operations are expected to be rebranded Aviva, the new name for the global CGNU group.
A spokesman for Norwich Union said that there would be no changes in the company name until at least 2003 and thatNavigatorandPortfolio Partnerswould retain their brands.
The new name for the group was announced in London yesterday and will bring the company’s 50-odd different global brand names under a single identity.
The CGNU logo is being retained, with the Aviva name underneath.
CGNU group chief executive Richard Harvey says the CGNU name, created at the time of the merger between Commercial Union and Norwich Union, was never a long-term brand.
"The benefits of this change will be significant. We will be able to make more effective use of our marketing spend, particularly in advertising and sponsorship,” he says.
Harvey says the new name will make it easier for the company to enter new markets with the stronger awareness of a global brand.
Funding for the name change will come from existing marketing budgets, he says.
In New Zealand, the local operations are to remain under the NZI brand, although the brand will now include the slogan ‘an Aviva company’ which will also appear with Navigator and Portfolio Partners brands in Australia.
The name change for CGNU will require UK shareholder approval and this is expected to take place at the company’s AGM in April. If approved, the name change in the UK will take place by October this year.
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