What's in a name?

Aviva is going to rebrand all of its companies worldwide as Aviva, and Axa is going to group its broking subsidiaries under the one brand, Bluefin. These are two of many corporate rebranding exercises that will be costly to implement but extremely difficult to measure the benefit in the long term.

Most rebranding exercises seem to incur controversy at the start but, in hindsight, are a non-event with most involved parties wondering what the fuss was about. Often sentiment rather than a hard

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