Background

When CGU and Norwich Union merged in May 2000, they became CGNU and the group had about 50 trading names around the world. The decision was taken to streamline these, with only the strongest existing brand being used in each market.

Review

Once the merger and integration was completed, the CGNU name had served its purpose, so we carried out an internal review to measure the relative strength of the group’s brands worldwide – by this time there were only around 40.

Our research showed that while there were several strong, local brands, many of our businesses would benefit from being branded more clearly as part of a well-known parent group. Creating a new international brand would achieve better value for money in marketing, advertising and sponsorships. It would help entry into new markets, and give staff and customers a clearer sense of direction and purpose.

Choosing a new name

There were four criteria for the new identity. It had to:

• Be international – pronounceable and acceptable in languages used in the group’s key markets
• Be fitting – in keeping with the group’s business
• Have impact – memorable and striking to the eye and the ear
• Be easy to protect – with trademarks and domain names secured

None of our existing brands met all these criteria.

Aviva

Aviva passed all four of the brand identity tests. The new name tested positively among 15,000 customers in 15 countries, being associated with life, vitality and living well.

Timetable

• 27 February 2002
  We announce that we plan to change our name from CGNU plc to Aviva plc.
• 23 April 2002
  Our shareholders approve the change of name at the annual general meeting.
• 1 July 2002
  Aviva plc is listed on the London Stock Exchange.
• 2002-2004
  More than 20 businesses around the world adopt the Aviva brand. Strongest local brands and some specialist business names remain, including Norwich Union in the UK, Delta Lloyd in the Netherlands, Hibernian in Ireland, Commercial Union in Poland and Morley Fund Management.
• 15 September 2004
  Turkey completes phase one of the group's brand journey by adopting the Aviva brand.
• 2005-2007
  We extend the Aviva brand through new businesses in Russia, Taiwan and Malaysia, and with the acquisition and integration of AmerUs in the United States. Some new operations, like RAC in the UK and Eagle Insurance in Sri Lanka, retain their own names.
• 28 February 2008
  We announce we’re combining our asset management operations in 15 countries under a single brand, Aviva Investors, from September 2008.
• 29 April 2008
  We announce the final phase of our move to a global brand. Aviva is to be the customer brand worldwide, with Norwich Union, Hibernian and Commercial Union becoming Aviva over the next two years.
• June 2009
  Our businesses around the globe begin the move to becoming ‘Aviva’ with the exception of RAC in the UK and the Delta Lloyd group in Europe. In the UK, Norwich Union became Aviva on 1 June 2009 and Aviva's businesses in Ireland and Poland will complete the name change in 2010.

Costs

The cost of introducing the Aviva name in 2002 was carefully managed. The research and development phase cost less than £1 million.