Royal & SunAlliance moves into new era with brand evolution

The evolution represents a significant milestone in the company's 50 year history in the Middle East and in Asia.

"We are entering one of the most exciting periods in RSA's history, as we unveil our new brand strategy which is aimed at supporting our growth plans. Our focus is on meeting and exceeding our customers' expectations and ensuring that we deliver on our promises in the fast growing and highly competitive markets in which we operate. The decision to simplify, refresh and modernize our corporate brand was taken to reflect the fundamental changes that our business has gone through" said Scott Pickering, CEO for RSA Asia & Middle East.

The new logo has been designed to reflect that our brand is about keeping our customers moving - whether in business, or as individuals, and when it matters most. We want to help get customers back on track.

In early 2007, RSA embarked on a rigorous programme to re-define the brand. This was driven by in-depth qualitative and quantitative research with both personal and commercial customers, business partners and employees across 14 markets.

Paul Holmes, CEO for RSA UAE commented "The UAE market presents an exciting opportunity for RSA. Although it is one of the most evolved insurance markets in the GCC, on an international level the market is massively under-penetrated. The re-brand is not just about a new logo - it encompasses our commitment to our customers and partners in the UAE and provides a platform for our continued development and excellence in a market we know has significant growth potential. We want to enforce our differentiation from other insurers and demonstrate to customers what we stand for."

An established international insurance company, RSA enjoyed strong growth in 2007, with the recent announcement of its year-end results. The Group delivered profitable growth and good combined operating ratios in each of its regions, with Group net premiums up by 7 per cent to 5.8 billion UK pounds sterling. These results clearly demonstrate the benefits of RSA's strong and diverse portfolio of businesses as well as the success of its operational and financial management. Our goal is to deliver sustainable profitable performance over the long term.

Plans in 2008 aim to aggressively grow the company's market share strongly in the Asia & Middle East region, in addition to strengthening its position as a preferred insurer among both individual and commercial customers.