AIA rebranding extends into the digital arena
Published: Jul 20, 2009
Hong Kong - After overhauling its brand in May and renaming the iconic AIG tower earlier this month, American International Assurance has taken further steps to distance itself from its embattled parent AIG.
On May 27 AIA kick started its most extensive re-branding exercise since the AIA logo was introduced, unifying its operations across the region under one AIA brand.
Earlier this month AIA renamed the iconic AIG Tower on Connaught Road to AIA Central, in part to distance itself from AIG, and now its focus has gone digital.
wwwins Consulting has overhauled the group's website after first joining its agency roster late last year to conduct a Discovery Study, which comprised of an online analysis, website audit and customer interviews.
Ingo Leung, group account director of wwwins Consulting Hong Kong, described the AIA re-brand initiative as the most extensive re-branding ever for the organisation.
“In contrast to simply changing the names of its business and buildings, the newly launched group website enables AIA to enter into a dialogue with its customers to communicate its new brand message and services,” Leung said.
“Furthermore, the newly developed website guidelines also help the AIA local businesses to unify their web presence across 13 geographical markets. The teams at wwwins are truly excited to be an important part of this historical re-branding initiative.”
AIA is currently taking steps to seek a public listing on an Asian stock exchange.
Mark Wilson, AIA Group chief executive officer & president, in May said the rebranding would ensure its independence of the AIA Group.
"Our new refreshed visual identity is an iconic statement of AIA as a leading contemporary Asian brand, while continuing to demonstrate the heritage and financial strength our customers trust," he said.
"We have made subtle but significant changes, highlighting the AIA name and keeping the solidity of the mountain, while updating and modernising our visual identity.
________________________________________________________________________________________
More quality Lighthouse titles
Managing people? For HR and leadership strategy, Human Resources has it covered.
Want to get on the right side of the procurement department?
Direct them to Procurement Asia.
