CGNU plc has announced that its much-debated name change to AVIVA takes effect today.
This move follows the receipt of shareholder approval at the recent Annual General Meeting.
The London Stock Exchange mnemonic for the company will change from `CGNU' to `AV' from tomorrow.
The stock code for the company's secondary listings on the Dublin and Paris exchanges will remain the same.
Despite the name change, five of the strongest brands will not change.
These are Norwich Union (UK), Delta Lloyd (Netherlands), Commercial Union (Poland), Hibernian (Ireland) and NZI (New Zealand).
Group chief executive Richard Harvey commented: "Bringing our businesses together under the Aviva brand is sound commercial logic and brings many benefits.
"It will create greater value from our marketing spend, particularly in advertising and sponsorship. This will heighten awareness of Aviva around the world and make it easier for the group to attract new customers and enter new markets."
