AVIVA
Aviva has been registered in the UK for insurance and financial services since the name was adopted in 2002 to replace Norwich Union and CGU — themselves historic British insurance brands. The rebranding cost over £100 million and consolidated multiple legacy trademarks into a single global mark.
UK IPO Record
Brand History & Trademark Analysis
Aviva has been registered in the UK for insurance and financial services since the name was adopted in 2002 to replace Norwich Union and CGU — themselves historic British insurance brands. The rebranding cost over £100 million and consolidated multiple legacy trademarks into a single global mark. The story illustrates both the enormous cost and strategic importance of corporate rebranding in the financial services sector.
The story illustrates both the enormous cost and strategic importance of corporate rebranding in the financial services sector.
Nice Class 36 covers financial services. View all Class 36 trademarks and case studies →