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AmGeneral’s dual branding strategy is adopted from 1 March 2013, following completion of the acquisition of KIMB.
The company name “AmGeneral Insurance Berhad” represents the licence holder, underwriting entity, and the employer. The Company will continue to promote its products and services under its two strong, well-known brands - AmAssurance and Kurnia Insurans.
This strategy is important to retain the strong values of the brands and what they mean to AmGeneral’s customers/policyholders/agents. It helps to create superior strategic positioning and enhance recognition, and reduced confusion of the customers, and create opportunities to reach additional distribution points.