It's all in the name

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On 1st June one of the UK’s best known brands will disappear. No, they’re not another victim of the credit crunch, and they’re not being taken over by a competitor. They’re changing their name - from Norwich Union to Aviva.

Norwich Union first opened its doors back in 1797 and has grown to become the world’s fifth largest insurance company. Since first going online in 1999 Norwich Union Direct has attracted over 60 million visitors to www.norwichunion.com and provided an astonishing 100 million quotes.

Norwich Union's recent rebranding to Aviva, joins a long line of successful name changes. AOL Money looks at how adopting a new name can make all the difference.

What's in a name?

 

» What's in a name?

So if Norwich Union is so successful, why change the name? Well sometimes a new name can really help you achieve your goals. Would Walter Willis have made it in Hollywood if he hadn’t changed his name to Bruce? Would Tiger Woods strike such fear into his opponents if he’d stuck with Eldrick?

But it’s not just celebrities who change their names - organisations do it too. It’s unlikely that Brad’s Drink would have become one of the world’s biggest brands if they hadn’t changed their name to Pepsi Cola. And it’s hard to imagine Newton Heath FC being crowned FIFA World Club Champions - had they not changed their name to Manchester United.

It’s the same with business. When a company goes global it’s important to have a name that people will recognise and remember, like Aviva. Of course the change from Norwich Union to Aviva is great news for customers too - because www.aviva.co.uk is a whole lot easier to type into a browser!