OREANDA-NEWS. February 06, 2012. Integration of Russian insurance companies ROSNO, Allianz Russia and Progress Garant, all owned by international financial holding Allianz SE, has entered the rebranding stage, which will be the final one in the project. In April 2012, integrated company OJSC IC Allianz will start operating on the market under the new brand of Allianz ROSNO, reported the press-centre of ROSNO.

The Allianz brand has a huge influence and authority in Europe and other parts of the world as one of the oldest and biggest financial and insurance giants. For decades the company has been pursing an elaborate and far-sighted brand development strategy. Rebranding in Russia is an important part of the global policy that Allianz has been pursuing in order to establish a single image of the Group’s OEs around the world.

Rebranding will result in large-scale external changes, these being a new logo, corporate style, office layout. Together with the company’s image, internal business processes and approaches to customer service will be improved and new products will be developed.

Hakan Danielsson, President of OJSC IC Allianz, said: "The process of consolidation of Allianz assets in Russia, which we started in summer 2011, is coming to its natural close, which is rebranding. We chose the right time for changing the brand, as now we have real opportunities to show that the unified company has become bigger, stronger, and more reliable, and it has all the chances to become the leader of the Russian market. In the rebranding process, we shall introduce Russian consumers to the Allianz brand, increasing its awareness as much as possible, and explain what additional advantages they get with ROSNO taking the brand of the global financial and insurance leader".

As of today, a good platform has been built for rebranding which will allow to achieve planned objectives and win consumer recognition.

This March we are starting office and PoS revisualization all over Russia.

Nationwide campaign in key media will start in April.

"It is our shareholder’s common practice to bring local brands to Allianz mother brand which is well-known to international financial community and clients in more than 70 countries, Artashes Sivkov, Deputy CEO, OJSC IC Allianz Board Member noted. However, for different markets Allianz has different rebranding scenarios. For our company we have chosen dual brand concept which ensures succession of the current brand and accumulated expertise. Rebranding will allow OJSC IC Allianz to meet the insurance needs of today’s highly demanding consumer. Allianz brand will prevail at all touch points which will further ensure swift and painless switch to Allianz single brand".