Royal & SunAlliance Changes its name to RSA

Moving the business forward, RSA have simplified, refreshed and modernised ther corporate brand. Royal & SunAlliance was created over ten years ago as the product of a merger and given the fundamental changes that the business has gone through. R&SA wanted to develop a new brand strategy to support their growth plans.
Across the international markets, RSA is a brand which is more accessible for both their customers and staff, many of whom already refer to Royal and Sun Alliance as RSA. In-order to maximise the benefits of an international brand to support their brands in their local markets this move has taken place.
RSA is currently operation in Saudi Arabian Market as an multinational Insurance with local shareholders. One of their major shareholder is Riyad Bank. They have also got a new CEO, Mr. Mark Cooper, who was earlier based in Dubai.
Locally they are expected to operate under their new brand identity as Al-Alamiya Insurance Company. Al-Alamiya is not a new name to the market, they had been operating with this name until 2001 for almost over 2 decades.

Compiled by Managing Editor.