GLOBAL - Bancassurance giant Aviva is dropping all but its Delta Lloyd brand, to promote almost all of the organisation under the Aviva name.

A statement issued by the UK-based insurance giant reveals Commercial Union Poland will lose its brand over the next two years in favour of the Aviva label, while all other insurance-led operations will become Aviva, under the tagline "One Aviva, twice the value".

At the same time, the firm will also bring all of its investment management operations under the one "integrated asset management capability" known as Aviva Investors - having recently dropped its Morley Fund Management label - and intends to use this new development to meet "ambitious growth and efficiency targets" as well as "exploring the opportunity for shared services in areas such as IT and purchasing".

However, the company stressed it will maintain its Netherlands-based Delta Lloyd brand as well as its UK-based specialist motoring services RAC, which is currently part of the UK life insurance firm Norwich Union.

Andrew Moss, group chief executive at Aviva, said the move was necessary to entice good staff and maintain its competitive potential.

"For Aviva to continue to thrive we have to compete effectively on the world stage alongside out international peers," said Moss.

"By integrating our operations more closely we can take best-in-breed products and services from around the world and bring innovation to new and existing customers."

He continued: For our 57,000 staff it's about bringing them together as one team under a common identity, and enabling us to attract and retain the best. As we've seen in our newer businesses in Asia-Pacific and the US, people want to work for global companies that stand out on the world stage."

Aviva Group is UK-headquartered and listed on the London Stock Exchange, but approximately 60% of its business is now generated in over 20 markets outside the UK.

Commercial Union Poland was created in 1992, specialising in long-term insurance services, such as pension funds. The firm now has 1400 staff in Poland.