The name game: if you've thought about changing or modifying your bank's name, here are some points to consider.

ABA Banking Journal, September, 2005 by Holliday, Karen Kahler

Not too long ago, a bank's organizational identity was often a matter of geography, with many U.S. towns and cities boasting their own locally owned and managed First National, Citizens, or Peoples Bank.

While this is still the case in many areas, much has changed regarding name conventions. Given changing geographic boundaries and revised product and service mixes, bankers are asking themselves, "What's in a name?" Is its power to influence overstated or underutilized? Do circumstances warrant a new approach? And will management support a commitment to change?

While bank name changes and re-branding efforts are nothing new--see "Gallery of names" on p. 76--it appears that contemporary efforts are more strategic in focus. Rationale is varied, and...

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