WellPoint to Rebrand as Anthem, Inc.

The name change is intended to better reflect strategy and improve alignment between corporate and product brands.

Wellpoint, Inc. today announced plans to change its corporate name to Anthem, Inc. The rebranding is expected to better resonate with consumers and enable the business to improve alignment between corporate and product brands.

In an age of increasing consumer awareness and engagement, Wellpoint has recognized the important of brand strategy. By using the name that people know best, it hopes to streamline the communication of its values and demonstrate a commitment to serving as a trusted partner to members, investors and associates.

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“Brand is a significant driver of consumer purchasing decisions across our businesses,” said Joseph Swedish, WellPoint president and CEO, in a statement. “As we move closer to a consumer-centric marketplace, we believe Anthem is the best brand to lead our company forward to becoming a more consumer capable company.”

The change is undergoing approval from shareholders and anticipated to take place by the end of 2014.

Kelly Sheridan is the Staff Editor at Dark Reading, where she focuses on cybersecurity news and analysis. She is a business technology journalist who previously reported for InformationWeek, where she covered Microsoft, and Insurance & Technology, where she covered financial ... View Full Bio