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THE NAME GAME

机译：名字游戏

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摘要

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 ranges from mergers and/or inability to utilize existing names in expanded markets to diversification and differentiation, among other factors. While some are challenged to seek a new name, others face the daunting task of choosing between two highly visible, branded entities. While each name change, branding or re-branding situation is unique, commonalities of purpose appear to exist among banking companies of all sizes.
机译：不久以前，银行的组织身份通常是地理问题，许多美国城镇都拥有自己在当地拥有和管理的第一国民银行，公民银行或人民银行。尽管在许多领域仍然是这种情况，但名称约定已发生了许多变化。考虑到不断变化的地域界限和经过修订的产品与服务组合，银行家们在问自己：“名字叫什么？”其影响力是否被夸大或利用不足？情况是否需要采取新的方法？管理层会支持对变更的承诺吗？更改银行名称和重塑品牌名称的工作并不是什么新鲜事，请参阅第16页的“名称库”。 76-看来当代的努力更具战略意义。理论依据多种多样，包括合并和/或无法利用扩展市场中的现有名称，以及多元化和差异化等。尽管有些人面临寻找新名称的挑战，但另一些人却面临着在两个知名度高的品牌实体之间进行选择的艰巨任务。尽管每个名称都会更改，品牌或重新品牌化情况都是独特的，但各种规模的银行公司之间似乎存在共同的目的。

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