Insurance giant Aviva has announced it is to scrap the Norwich Union brand in a bid to create a single identity across international markets.

The move will spell the end for the brand, which was created in 1797 when the company was set up in Norwich.

Aviva claims over 60% of its business now comes from outside the UK and intends to operate under the Aviva name.

"By investing in a single name, we will amplify the global impact of our advertising and sponsorship spend," said chief executive Andrew Moss.

The move will gradually take place over the next two years and will also see the end of the Hibernian and Commercial Union Poland identities, although it will not affect the organisation's RAC brand.