Aviva Case Study in Australia

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TO: Professor Henry W.L. Ho

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FROM: tsu yu, lei

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DATE: Jan, 24,2012


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RE: Power of internal rebranding and value consistent

Norwich Union had a 150 years presence in Australia and later it has been known under the new brand name Aviva plc. It has established its products line in life insurance, investments and superauunation. Norwich was originally founded in England in 1797 and started to have a presence in Australia in 1850s. When it rebranded as Aviva Australia to reflect the global branding of the group. Includes having a uniform and recognizable name and logo across the globe are the main purpose of having an international brand name.

The challenge occurred in 2002 when it planed to change the well known and has 87 percent public recognizable name and logo. There are four factors to consider when come up with a new brand name: be international, be fitting, have impact and be easy to protect. The new brand name has to be easy for people to pronounce all over the world so people can easily say the name very often. Also by fitting the brand image to the current industry so customer’s focus on the insurance industry will not be shifted. A good brand name should make people to leave a strong impact when they see the logo so they can think of the brand when they repeatedly see it. Trademark protecting is also important for legal issue to prevent copy problem form competitors.

The next step after coming out with ta good brand name is how to reinforce the new brand value while increase the awareness for the new name a strong alliance with Aviva needed to be created and encultured internally. The key is the Aviva staff needed to know and well identify themselves with the Aviva values in order to better represent...