Aviva wants a single identity to compete in international markets. The firm says that over 60% of the group's business is now generated outside the UK and operating under the Aviva name would amplify the impact of its global marketing spend.
The transition to the Aviva name will take two years to complete. Aviva said it will not rename its RAC roadside recovery unit or the HPI business, however, as these are specialist motoring brands.
Irish insurer Hibernian and Commercial Union Poland will also be rebranded under the Aviva name.
Aviva was formed from the merger of Norwich Union and CGU in 2000.