Aviva to ditch Norwich Union brand

Aviva is to drop the Norwich Union brand as Aviva becomes its global consumer brand.

Norwich Union is the largest life insurer in the UK – but the Aviva group was established in 2000 with the merger of Norwich Union and CGU.

Aviva group chief executive Andrew Moss explained the move was part of creating a global brand.

"In today's world people are becoming more mobile and are targeted by international brands competing for their business across borders through the global media," said Mr Moss.

"For our customers, the Aviva name will be recognisable and will represent the same quality, financial strength and security wherever they do business with us."

The firm was founded in 1797 in Norwich and Norwich Union maintains strong ties to the city.

Sarah Bailey, a journalist from Norwich, was shocked by the decision.

"This is 200 years of heritage down the pan," she said.

"With call centres going out to India, Aviva now seems to be stepping away from Norwich.

"Norwich Union is firmly part of the identity of Norwich, so it is a shame to lose the firm."

She added the change would cause confusion among many people and some people were bound to see the ditching of Norwich Union as a betrayal.

"It could well cost Aviva quite a few customers in Norwich," Ms Bailey said.

Daniel Barnes

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