CGNU's planned name change to Aviva plc will help the group break into new markets, it was claimed today.
Norwich Union chief executive Patrick Snowball told Insurance Times the proposed new moniker bore no comparisons with the beleaguered Consignia.
The name of the rebranded Post Office was publicly attacked by its interim chairman Allan Leighton two weeks ago.
Snowball said CGNU's global presence made all the difference between the two groups. "The Post Office wasn't operating in 50 different countries.
"If you crank back to the time of the merger [between CGU and Norwich Union in 2000] the directors cobbled together CGNU as a working title.
"We have over 50 different branded companies around the world.
"We've created a single company for the world but going forward, CGNU didn't meet the aspirations we needed," he said.
The group spent £1m developing the Aviva name. Changeover costs will come largely out of existing marketing budgets.
The name Norwich Union, and those of other strong CGNU brands in The Netherlands, Poland, Ireland and New Zealand, will remain but will be referred to as Aviva companies.
Snowball said the investment in such strong brands "would not be lightly given away".
CGNU chief executive Richard Harvey said the name would boost brand awareness, making it easier for the group to break into new markets.
It would also inspire a sense of belonging among the group's 64,000 staff.
