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WellPoint to Change Name to Anthem

The brand name established by WellPoint Health Networks Inc. in Thousand Oaks is disappearing from the corporate landscape. WellPoint Inc. in Indianapolis plans to change its name back to Anthem, reversing a move 10 years ago when it merged with the Conejo Valley insurer to create one of the nation’s largest health insurers. WellPoint Inc. was formed in 2004 when Indianapolis-based Anthem Inc. completed a $16.5 billion merger with WellPoint Health Networks Inc. Following the merger, the national company adopted the name of WellPoint and Anthem Blue Cross became the brand name for insurance sold in California and other states. The Anthem subsidiary is headquartered in Thousand Oaks. The company said Wednesday that Anthem is the name that many people know for the company, and in the future a consistent brand message will become increasingly important as individuals buy insurance under ObamaCare mandates. “Brand is a significant driver of consumer purchasing decisions across our businesses,” said Chief Executive Joseph Swedish said in a statement. “As we move closer to a consumer-centric marketplace, we believe Anthem is the best brand to lead our company forward to becoming a more consumer capable company.” Assuming approval from shareholders, the change will take place by the end of the year. A special shareholder meeting is planned for Nov. 5 in Indianapolis.

Joel Russel
Joel Russel
Joel Russell joined the Los Angeles Business Journal in 2006 as a reporter. He transferred to sister publication San Fernando Valley Business Journal in 2012 as managing editor. Since he assumed the position of editor in 2015, the Business Journal has been recognized four times as the best small-circulation tabloid business publication in the country by the Alliance of Area Business Publishers. Previously, he worked as senior editor at Hispanic Business magazine and editor of Business Mexico.

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