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Nationwide to Realign Under One Brand, Drop Harleysville, Scottsdale

Nationwide Mutual Insurance Co. said it will unite all of its products and subsidiaries under its most recognizable brand—Nationwide—and drop the use of Harleysville Insurance, Scottsdale and names of other subsidiaries...
September 25, 2014

Nationwide Mutual Insurance Co. said it will unite all of its products and subsidiaries under its most recognizable brand—Nationwide—and drop the use of Harleysville Insurance, Scottsdale and names of other subsidiaries.

Chief Executive Officer Steve Rasmussen said that Nationwide is in all 50 states, but customers in many areas aren't aware of its offerings and size because it uses multiple brands that can appear to be unrelated.

The company currently operates under multiple brand names including Nationwide Insurance, Allied Insurance (an independent agency unit), Harleysville Insurance (which it acquired in 2012) Nationwide Financial, Scottsdale Insurance (surplus lines carrier), Crestbrook Insurance and Veterinary Pet Insurance. It will drop those in favor of the one-brand approach.

In its announcement, Nationwide said it will transition to the new brand look over the next 18 months in advertising, branding and company-owned real estate, on Nationwide.com, sales collateral, agency signage and other communications channels. According to Joe Case, company spokesperson, while Nationwide will not have any "sub-brands," the company will have division names.

Nationwide to Realign Under One Brand (Insurance Journal 9/2/14)
Nationwide Names Divisions Under One-Brand Strategy (Insurance Journal 9/11/14)

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