Page last updated at 12:32 GMT, Tuesday, 29 April 2008 13:32 UK

Norwich Union brand to disappear

Norwich Union sponsors UK athletics
The move to the single Aviva brand will take two years to complete

Insurer Aviva says it will ditch the 200-year-old Norwich Union brand as it seeks a single identity to compete in international markets.

The firm says that over 60% of the group's business is now generated outside the UK and operating under the Aviva name would bring "global impact".

Norwich Union was formed in Norwich in 1797 and was the first company to offer insurance against the risk of fire.

The transition to the Aviva name will take two years to complete.

Irish insurer Hibernian and Commercial Union Poland will also be rebranded under the Aviva name.

"By investing in a single name, we will amplify the global impact of our advertising and sponsorship spend," said chief executive Andrew Moss.

It will not, however, rename its roadside recovery unit RAC

Aviva was formed from the merger of Norwich Union and CGU in 2000.

It provides savings, investments and insurance products.

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