Benefits of a global brand

Aviva – already an established and respected brand

Customers in 21 markets across the world already knew us as Aviva, and from June 2009 we’ll be known as Aviva in over 25 markets. We’re market leaders in everything from bancassurance in Europe and Asia, to fixed indexed annuities in the USA. And in 2008, our fund management operations around the world came together to form one single, global business, Aviva Investors. We have also traded as Aviva plc since 2002.

More impact with customers

The creation of a single brand globally will mean we will be able to improve the effectiveness of our marketing spend across our businesses. This means achieving greater impact for less spend and be better placed to more effectively compete with other strong global brands, such as Axa and Allianz.

In addition, our commercial partners, shareholders, regulators and customers, as well as our people, operate increasingly across national and cultural boundaries that once separated us. Through ensuring that Aviva operates in a consistent and integrated way across our markets will make it easier for people to do business with us.

Creating opportunities

A strong global brand helps us to open doors as we enter new markets and secure new business partnerships. This is about doing things once and doing things right by utilising the best expertise from wherever it is across Aviva and applying it once for all our markets. This also means that good ideas - whether for improved service, new products or better ways of doing things - are shared across all parts of the business.

Our people acting as a global team not only means ensuring we leverage our scale, expertise and ideas more effectively but it also opens up more opportunities for our people to develop and grow.

Delta Lloyd

One major brand will remain unchanged: In the Benelux countries, Delta Lloyd's governance means that it operates more independently than our other businesses and so will not take part in the change.