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Authors

Richard Brophy

Abstract

This article charts the rebranding of the Hibernian Group companies in Ireland to Aviva in a manner that kept business as usual, without harming the rich tradition and brand heritage crafted over 100 years. The paper examines the progression of Hibernian to Aviva through academic literature and the course that Aviva pursued in Ireland to rename an established insurance brand cherished by both the industry and public alike.

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Marketing Commons

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