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27 Aviva


Company: Aviva PLC

Brand value: US$2,622 million

Headquarter city: London

Change since 2017: 8%

Industry: Insurance

Year formed: 1696

Aviva is the UK’s leading insurance provider, with 13 million customers in the country and 33 million around the world using its insurance, savings and investment services. The Aviva of today was formed by the merger of CGU and Norwich Union in 2000, and the Aviva name came into being in 2002. The brand’s promise is: “At Aviva, everything we do is full of Good Thinking for you”, which is captured in their strategy slogan “Good Thinking”. The brand has also used celebrities, including racing driver David Coulthard and rapper Tinchy Stryder, in ads showing the dangers of bad driving habits in an amusing way. In late 2017, one ad featuring Coulthard proved controversial and was banned by the Advertising Standards Authority. The 60-second ad featured the former racing driver as a taxi driver, who takes unsuspecting passengers on a hair-raising ride. The message from Aviva was that safer drivers paid less, but the ASA ruled that it could encourage dangerous driving. The brand has sponsored Aviva Norwich City Football Club since 2008 and the Aviva Premiership Rugby league since 2010. More recently they have started sponsoring cycling events such as the Women’s Tour, Aviva Tour of Britain, Aviva London Cycle, and Aviva Tour Ride since 2015.