Perhaps as prelude to a sale, American International Group Inc. rebranded AIU Holdings, its property/casualty business, under the name Chartis today. The new moniker—derived from the Greek word for map—will now be used in place of most property/casualty branding in an effort to distance itself from the AIG brand, and underscores the company’s successful 90-year history as a successful global pioneer that is able to guide clients to customized solutions, according to a written statement.

The new unit also said that with its own brand and management team, and a well-capitalized and focused portfolio of businesses, the company will now benefit from a better-defined, more distinct role in the marketplace.

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