LONDON (Reuters) - Insurer Aviva has scrapped Norwich Union, the brand under which it operates in its core UK market, and a string of other local names, as it moves to unify its global business under a single identity.

Aviva was created almost a decade ago, when Norwich Union merged with insurer CGU in 2000 to create CGNU, later renamed Aviva. The Norwich Union brand, however, was retained for the UK long-term savings and general insurance business and remains a household name in Britain, far more familiar than Aviva.

The insurer said on Tuesday it would complete the transition over the next two years, with Commercial Union Poland and Ireland's Hibernian also becoming Aviva.

It will not, however, rename roadside recovery unit RAC or Dutch business Delta Lloyd, which operates under specific corporate governance structures.

"The cost of rebranding will be more than balanced by the increased effectiveness of our marketing spend, as we'll only be supporting one brand rather than multiple brands," Aviva said.

"The transition will happen over the next two years, and we will spend no more than other brands which have done similar things."