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Hollywood actor Bruce Willis may not usually be associated with Norwich Union, but the star of Die Hard is currently fronting an advertising campaign highlighting the insurance company's rebranding as Aviva.

The campaign, which was launched in December and will run for six months, features five celebrities who each changed their name before becoming internationally acclaimed for their talent.

Willis is integrated into the passenger seat of a car driven by his younger self in the movie Die Hard, asking whether his success would have happened if his name had remained Walter Willis. 

Shock rock singer Alice Cooper is similarly confused about whether he would have succeeded as Vincent Furnier, while Elle 'The Body' Macpherson is convinced that it was ditching her birth name Eleanor Gow rather than her stunning looks that was responsible for her success as a model.

Indeed, the implication is that a bright new name is a crucial ingredient to success. The advert concludes: 'A change of name is not just a change of name; it is a chance to show the world what you've always wanted to be.'

The rebranding of Norwich Union, which was founded in 1797 to sell protection against fire and highway robbery, will be completed in June.

It is being overseen by Amanda Mackenzie, chief marketing officer at Aviva, who formerly worked at BT when it shed the Piper and adopted a globe as its brand.

She says: 'We have 27 markets around the world and thoughtWouldn't it be good and sensible to have the same name around the world?.' 

However, the rebranding of Aviva's operations in Poland and Ireland will take some time. Hibernian, Ireland's largest insurance company, has changed its name to Hibernian Aviva ahead of a reshuffle to Aviva Hibernian before the Hibernian tag is totally lost within two years.

This is partly due to customer reaction to a new name. In Britain, customers have said that, while they do not mind a name change, they are reluctant to accept a different logo. Indeed, research shows that 46 per cent of British consumers recognise the blue, green and yellow logo that is constructed around the steeple of Norwich Cathedral.

'Heritage is important to people,' explains Vanessa Rhodes, senior manager, group media relations. 'Visually, it is also important to have consistency.'

Aviva is now the fifth largest insurance group in the world, but its disparate brand names means that strength is sometimes undervalued. Rhodes explains: 'Customers want the reassurance that being a global company can bring.'

Andrew Moss, chief executive of Aviva, adds: 'Creating a brand that is known across the globe is an important step in being recognised as a worldwide force in financial services and an important milestone in delivering our One Aviva, twice the value vision.

'For our customers, the Aviva name will be recognisable and will represent the same quality, financial strength and security wherever they do business with us.'

A single brand will bring cost efficiencies, and also enable the company to capitalise on many of its sporting associations. For example, Norwich Union has been a major sponsor of UK Athletics since 1999, helping to stage seven events a year that are broadcast on the BBC. But, with London 2012 rapidly approaching, Aviva is keen to make clear its involvement as the parent company. 'We can achieve greater returns on our investment,' adds Rhodes. 

It is not the first time that Norwich Union has been at the centre of a rebranding debate. In 2000, the insurance company merged with CGU - the product of a merger between Commercial Union and General Accident - to create CGNU, whilst retaining 40 separate trading brands. But CGNU was disliked both internally and externally, and viewed as an uncomfortable combination of initials that was difficult to pronounce.

CGNU spent a year and almost £1m creating a new global brand name. Focus groups were consulted, and research conducted in 50 countries. The resultant name, Aviva, is the Hebrew word for spring or revival, but has connotations of 'life', tying in with the company's insurance products. Ironically, it was also the name of a dress shop just a short walk from the company's Norwich headquarters.

Initially, following Aviva's launch, Norwich Union was one of five brands retained because of their strong heritage. But with 60 per cent of Aviva's business now derived overseas, following a major acquisition in America in 2006 and a huge push in Asia Pacific and Europe, the economic case for maintaining local brands has diminished. 

Aviva declined to comment on the cost of the current rebranding and advertising campaign, but pointed out that this would be more than compensated by the savings on marketing expenditure for a single brand.  

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