AVIVA REBRAND TO BEGIN DECEMBER 26

UK-based insurer Aviva will begin its UK rebranding on December 26, with the aim of shedding the Norwich Union name by June 2009, the company stated on Friday. The television advertising campaign will feature celebrities who have changed their names, including Vincent Damon Furnier (Alice Cooper), and other celebrities who are better known by their stage names. Aviva operates in 27 countries but only in the UK, Poland and Ireland does it currently have a different brand name. Recent market research found that, while 90% of respondents in the UK recognized the brand name Norwich Union, only 10% recognized the brand Aviva. Meanwhile, Aviva has confirmed its agreement to sell its RAC Auto Windscreens unit to Arques Industries AG. Aviva said that the sale was part of its ongoing programme that entailed “an increased focus on our core insurance and vehicle breakdown activities”.