Norwich Union Brand to Disappear
Published / Last Updated on 02/06/2008
Norwich Union Brand to Disappear
Aviva is planning to phase out the Norwich Union brand within two years, bringing all its subsidiary companies across the world under the main banner. This would bring relatively autonomous business units under one brand. Overall the group will have a total of £316bn under management.
Aviva has said in the past the Norwich Union life company brand is too widely recognised in the UK to consider changing it. However, a spokesman for the group said “The decision has been made to represent the company on a global scale through the rebrand, this includes Norwich Union despite the brand’s heritage in the UK.
Our view
We suggest this is a dangerous move. It will be a huge advertising spend to lose such a good brand and replace with a little known European name. Budget will beat brand power though, so eventually Aviva will be a household name.
Useful links:
Request expert financial advice now
Purchase guidance on financial planning in the Money Shop
