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Branding experts weigh makeover of AIG's name.

Publication: Best's Review
Publication Date: 01-OCT-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Branding experts weigh makeover of AIG's name.(Briefing: Highlights From BestWeek)(American International Group Inc. renamed as Western National Life Insurance Co.)

Article Excerpt
Experts agree something needs to be clone with the American International Group Inc. brand. Some believe the insurer, bailed out last year by the U.S. government with a multibillion dollar rescue package, can rebrand itself over time under its current name. Others view the once highly regarded brand as "dead."

That's a far cry from once gracing BusinessWeek's annual list of the top 100 global brands. In 2007, AIG ranked 47th overall and first among insurance companies, with an estimated $7.5 billion brand value.

Branding expert Nick Nichols, of Las Vegas public relations firm and Internet branding agency LVPR, said the brand is beyond saving. Until it's officially comatose, however, they should reinvent themselves and first think if they need to have a new name and point-of-view or tagline that talks about the positives of what the company will do versus what's happened in the past.

Other experts, like speaker and author...

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