AXA Sun Life have announced that they are dropping the ‘Sun Life’ and intend to trade only as AXA. The company decided last year to get rid of AXA associated names, such as Sun Life and Equity & Law, as soon as AXA was enough of a well known brand.
After sponsoring the FA cup, AXA feel that the name is now sufficiently well known. The good news is that they don’t intend to splash out advertising the new brand. Apparently it will be a low key transition, hopefully leaving some money in the coffers for shareholders.