I just typed ‘how much did the Aviva rebrand cost’ into Google to find that others have been there before me…
The answer is an estimated £12.5 million I am told (sounds too cheap to me…) – that and the cost of laying off some 10k workers which will be blamed on the recession of course.
What a shame that we can’t keep and be proud of a UK brand like Norwich Union rather than feel the need to develop a global brand like so many faceless others.
Perhaps we are getting to a stage where the likes of women drivers are buying the car insurance brand of the many search comparison websites – I do hope not.
Let’s hope Aviva won’t become another ‘gone tomorrow’ brand like Consignia or Arthur Andersen – where a company with a recognised identity and perceived values chucks it all away to get a ‘me-too’ name that doesn’t do the business.
Especially if Aviva then gets muddled with a bus company named Arriva…
Shame really because the name Aviva has an upbeat message! I bet this cost their agency loads to come up with, to include all the strategic values and similar marketing rebranding messages.
I wonder if the £12.5m MarComms campaign will be paid by by future policy holders or out of shareholder dividends?
I wonder if the shareholders were consulted about this – of course not! The reality is that the amount is far too small to worry about on a global stage and the business can presumably demonstrate other economies of scale post recession.
And let’s face it, if the policy price is right, including car insurance for women drivers, we’ll still buy it even if we get the name wrong on occasion.
FOXY Steph
PS: Prior to introducing Aviva, Product Recall Research had shown that when asked to name an insurer, 50% of people asked said Norwich Union, and no one said Aviva. After being prompted, 10% said they recognised the name Aviva, whilst 90% had heard of Norwich Union.
Undaunted, the Company introduced TV ads featuring Bruce Willis, Elle McPherson and Ringo Starr. Presumably the 10% is rising slowly. More money needed I feel sure…
