Autonomy of a Rebrand: How Aviva Came to Ireland

Richard Brophy

doi:10.21427/d77q91

Autonomy of a Rebrand: How Aviva Came to Ireland

Richard Brophy

Research output: Contribution to journal › Article › peer-review

Abstract

This article charts the rebranding of the Hibernian Group companies in Ireland to Aviva in a manner that kept business as usual, without harming the rich tradition and brand heritage crafted over 100 years. The paper examines the progression of Hibernian to Aviva through academic literature and the course that Aviva pursued in Ireland to rename an established insurance brand cherished by both the industry and public alike.

Original language	English
Journal	ITB Journal
Volume	12
Issue number	1
DOIs	https://doi.org/10.21427/d77q91
Publication status	Published - 2011
Externally published	Yes

Keywords

hibernian group
aviva
brand heritage

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10.21427/d77q91Licence: CC BY-NC-SA

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Autonomy of a Rebrand: How Aviva Came to Ireland

Abstract

Keywords

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