Our brand promise
Aviva has grown from the merger of a number of businesses to become the sixth-largest insurer in the world providing retirement, investments and insurance to 44.5 million customers in over 25 countries. Since forming in July 2002, over 40 brands have migrated to Aviva, and in 2009/10 three of our most significant markets (UK, Ireland and Poland) completed the brand migration to Aviva.
This change is part of the transformation set out by Andrew Moss, group chief executive, in October 2007 in the "One Aviva, twice the value" vision, which aims to maximise the company's full potential as a global group.
"A consistent, recognisable name and branding across its markets around the world is an important part of Aviva's strategy to succeed in an increasingly competitive and global marketplace."
What we stand for?
Aviva has committed to deliver one distinctive experience for our customers, wherever we are in the world - we want them each to feel that "no one recognises me like Aviva".
So why have we selected this as our "brand promise"? And what does it really mean for the company? Becoming "One Aviva" is about much more than sharing one name - it's about working hard to deliver a distinctive customer experience, where our customers consistently feel recognised.
Our aim is to make recognition the familiar quality that distinguishes Aviva from our competitors, anywhere in the world - just as Apple means user-friendliness and FedEx means reliability.
Why this brand promise?
All of us, regardless of country or culture, have a sense of our own significance - that we matter, that we deserve to be treated with dignity. Interactions which abuse that sense of ourselves tend to frustrate and anger us, while those which acknowledge and appreciate us are highly satisfying - in customer interactions, that means more loyalty and better "word of mouth".
Our global consumer research reveals that most of our competitors are particularly bad at recognising peoples' individual significance. This research also tells us that small human touches can make a huge difference to a customer's experience.
So it's clear that by taking extra care to recognise customers as individuals, each and every time we engage with them, we will connect more powerfully, serving their needs better - and our businesses will benefit from their loyalty in return.
Our brand is a valuable asset
It lives in the heart and minds of customers, investors and employees. It's what people recognise and it's the reason they trust us. So we need to protect it and help it grow. That's why it's important that everything we do looks and feels consistent.
For more information on our brand, please contact your local marketing team.
