Rational linking

Jones, Lee
June 2009
Money Marketing;6/4/2009, p26
The article reports on the plan of Santander Group to integrate its retail brands Abbey National PLC, Alliance & Leicester (A&L) PLC and Bradford & Bingley (B&B) PLC in Great Britain. The bank announces to incorporate the brands into a single brand with the use of Partenon banking system which is estimated to cost £12 million. It reveals that Santander's move will prompt other banks to adopt rebranding as a strategy for achieving success in the mortgage industry.


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