Allmerica Financial Corp., in a move it said reflects itsexclusive focus on property and casualty business, will change itsname to The Hanover Insurance Group Inc. on Dec. 1.

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While the name change will be formally effective Dec. 1, thecompany said it will begin a broad rebranding campaign immediately.A spokesman for Allmerica, Todd Peckham, said the firm has budgeted$1 million for the brand change activity.

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The Worcester, Mass.-based company, which currently trades underthe New York Stock Exchange symbol AFC, said it will then trade asTHG.

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In addition to its name change, Allmerica said it also willadopt a new corporate logo and tagline. It said the logo consistsof the company name in type and a stylized eagle taken fromAllmerica's current identity. The new tagline is "Our Policy isPerformance."

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Frederick H. Eppinger, Allmerica's president and chief executiveofficer, explaining the change said, "Over the past two years, wehave created a very distinctive, super-regional property andcasualty company--one that provides our agent partners and theircustomers with the product and service capabilities of a largercompany and the energy and responsiveness of a smallercompany."

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"With that foundation now firmly in place, it is time tore-introduce our company to our agents and customers, reinforcingour commitments to them and building a brand that reflects ourstrength and experience."

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The Allmerica holding company group includes Hanover InsuranceCompany, also in Worcester, and Citizens Insurance Company ofAmerica, based in Howell, Mich. Hanover was founded in 1852.

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In Michigan, the company said it will continue to lead with theCitizens name and will identify Citizens as a company of TheHanover Insurance Group.

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