Liverpool Victoria rebrands as LV=

Group chief executive Mike Rogers admitted that the company was started from a low base point, with brand recognition running at just 2pc, less than its total customer base. The Bournemouth headquartered friendly society has 2.5m members for whom it manages £8bn of assets. The group’s plans to build the LV= presence will start with a national advertising campaign for its car insurance service. Chairman John Woolhouse, who joined the company in 2005 and has been the driving force behind the group’s revamp, has brought in new senior management including Rogers, who joined in May 2006...