For U.S. subsidiaries, Royal Bank of Canada is now RBC. (Marketing News).(marketing strategy)(Brief Article)

Bank Marketing, January, 2002

For its U.S. operations, Royal Bank of Canada has decided to simplify its brand identity. With the aim of introducing a consistent, integrated brand identification, the bank has decided to use the letters "RBC." Under that umbrella will be various subsidiaries: RBC Capital Markets (fonts investment banking operations), RBC Dain Rauscher (for its brokerage and fixed-income capital markets), RBC Centura (for its Rocky Mount, N.C., bank), RBC Prism (for its Chicago-based mortgage company), RBC Builder Finance (for its Houston-based homebuilder financing company), and RBC Liberty Insurance (for the Greenville, S.C., based Liberty life Insurance Co.