Liberty Mutual Insurance has decided to go all Liberty Mutual,all the time.

The insurer is retiring the brand names of eight regionalcommercial lines insurers in order to use the Liberty Mutual brandexclusively in all markets.

“The decision was influenced by our agents' desire to aligntheir businesses with the stronger, more recognizable LibertyMutual brand,” says company spokesman Christopher Goetcheus.

Earlier this year Boston-based Liberty Mutual began telling itsindependent agents about the nationwide rebranding, which will playout over the course of the year.

The brands being retired are: Peerless Insurance, which operatesin 8 states in the Northeast region; Ohio Casualty, which operatesin 7 states in the Mid-Atlantic region; Montgomery Insurance, whichoperates in 7 states in the Southeast region; Indiana Insurance,which operates in 9 states in the Midwest region; ColoradoCasualty, which operates in 6 states in the Mountain region;Liberty Northwest, which operates in 5 states in the Northwestregion; American First Insurance, which operates in 6 states in theSouthwest Region; and Golden Eagle Insurance, which operates inCalifornia.

Operationally, it's business as usual, Goetcheus says. Therewill still be eight geographical regions with local authority—eachwith a president, regional vice presidents and territorymanagers.

Based on direct premiums written, Liberty Mutual is thesecond-largest P&C insurer in the United States. State Farm isthe leading carrier.

The insurer is the third-largest insurer in commercial lines,behind American International Group and Travelers, according to SNLFinancial.