PruHealth makes a prudent change of name

PruHealth is to rebrand itself as Prudence in order to better align its brand identity with that of Prudential, one of its parent companies. The private medical insurance provider, a joint venture between Prudential and Discovery, said this was because Prudential is one of the UK's most trusted financial services brands and it felt it was important that the Prudence logo, used with Prudential materials, was at the core of PruHealth's identity. Katie Roswell, marketing director for PruHealth, said: "We wanted to create a new brand that we felt accurately reflects the culture of our organ...