AIA distancing itself from AIG through rebrand
The parent company of AIG Life, the American International Assurance Company (AIA Group), is looking to distance itself from AIG through a significant rebranding exercise.
The group said it is changing its identity to represent its “future separation from AIG” and to focus attention on its Asian heritage, as well as its future in the region.
AIA said the re-brand would affect its operations in Australia (now known as AIG Life). The AIA Group said that subject to regulatory approvals, its operations in Australia will be renamed from its “legacy” brand.
But a statement from the local arm of the group said the announcement from the company’s head office in Hong Kong “does not signal an immediate rebrand of our business in Australia”. A spokesperson for AIG Life said the local group would share information about its rebrand plans in the coming weeks.
The AIA Group hopes to “unify” its operations in Asia by undertaking what it said would be the most extensive rebrand it has undertaken since the 1950s. The rebrand will include a new “visual identity” that will be rolled out across the region. This will see everything from businesses and buildings changing their names, the group said.
In Indonesia, PT AIG Life will be renamed PT AIA Financial, and in Hong Kong, the AIG Tower will be renamed.
Other locations to be touched by the rebrand include Brunei, China, Macau, Malaysia, Singapore, South Korea, Vietnam and Thailand.
The group is also looking to list on the Asian stock exchange.
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