AIG LOOKS FOR ANOTHER BRAND FOR ITS GLOBAL P/C OPERATIONS

AIG is looking for a new name for its global p/c business after determining that its first choice for a new brand, American International Underwriters, or AIU, was too closely associated with the diminished brand of its decades-old name. AIG had settled on AIU as the new brand for its p/c business in March, and had even commenced distributing stationary, business cards and promotional materials with the new name. However, AIU regional vice-president for southeast Asia Leslie Mouat told the Wall Street Journal that the new name “may be a bit close to AIG. We don’t want to appear as the same leopard with different spots”. The New York-based group has reportedly drawn up a short list of new names for a p/c business that spans 130 countries and jurisdictions. It remains to be seen if the new brand will even include the term “American”.