Munich Reinsurance America has launched its parent company’s brand positioning strategy in the US property/casualty insurance and reinsurance markets, under which it has changed its name from Munich Re America to Munich Re and adopted Munich Re logo for all marketing materials.

The company said that the new positioning strategy includes two components that are to strengthen market’s awareness of the company’s entire range of custom products and services and implementing use of a common brand name, Munich Re and logo throughout the organization’s reinsurance operations.

According to Munich Re, it will be placing much more emphasis on positioning itself as a provider in the area of risk assumption and risk transfer and using its risk knowledge to develop individual custom solutions for its clients.

In addtion, its positioning strategy will focus on three key deliverables including: offering clients specialist consulting services; devising coverage concepts for new and complex risks; and expanding business with insurance pools or in public-private partnerships and in specialist primary insurance niche segments.

Anthony Kuczinski, CEO and president of Munich Reinsurance America, said: “Our new proposition recognizes that fact. It allows us to unleash our organizational know how, innovative thinking and product synergies to reach an even higher level. Financial solidity allied with forward-looking expertise are the cornerstones of our new position.”

Formerly known as American Re, Munich Reinsurance America, changed its brand name to Munich Re America in 2006.