That’s correct. The much maligned AIG brand is now in the process of rebranding itself to make over its bad image. AIG has become hopelessly tarnished after a government bailout and controversy over bonuses issued to executives in the financial-products group which busted its balance sheet.
Its TV ad shows a boy walking into his parents' bedroom in the middle of the night, unable to sleep. It's not because of bad dreams that are keeping him awake.
"I'm worried about this family's financial future," he announces. Don't worry, his dad assures him: "We're with AIG."
The problems for American International Group Inc. these days are many of its current and potential customers are worried about its future.
Conventional wisdom says that AIG brand is tarnished beyond all recognition and it has to be rebranded. But how much is this name change going to cost? Rebranding is a huge business in
Does the name alone would be enough to make over its image problem? I think no. They should change their marketing and use powerful metaphors to gain back the reputation instead of just rebranding.
