The change is expected to better align the company’s corporate and product brands, streamline the communication of its values and better reflect its purpose and strategy. WellPoint currently does business as Anthem Blue Cross, Anthem Blue Cross and Blue Shield, Blue Cross and Blue Shield of Georgia and Empire Blue Cross Blue Shield (Empire Blue Cross in New York service areas), as well as other subsidiaries.
“As consumer engagement is heightened, we recognize that brand — an indicator of trust and a predictor of willingness to engage — is going to be of increasing importance,” said Joseph Swedish, president and CEO of WellPoint. “We believe it is important to call ourselves by the name that people know best — Anthem. Changing the corporate brand to Anthem is an important expression of our commitment to serve as a trusted partner in health.”
The name change is expected to take effect by the end of this year, pending approval from shareholders.
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