Bye Bye Norwich Union?

It looks like Norwich Union's days are numbered.

Parent company Aviva have decided that in the interest of maintaining the same brand across the world, the Norwich Union brand has to go. They had previously said they would retain it.

Cue a massive marketing spend on the rebrand, and higher premiums to pay for it, no doubt. I can't imagine the reasoning behind replacing a brand as strong as Norwich Union, which is almost synonymous with insurance with an unknown quantity like Aviva. Sounds like a recipe for disaster to me.