The pitfalls of adopting a new brand name
By Suzy Bashford, 08 July 2008, 08:00am
LONDON - The 200-year-old British financial brand Norwich Union has little time left. It is soon to be replaced by the less patriotic-sounding Aviva, which its senior management argues will allow it to shake off associations with British parochialism and perform better on the global stage.
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