{"id":2339,"date":"2016-05-10T13:38:28","date_gmt":"2016-05-10T13:38:28","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2339"},"modified":"2016-05-10T13:38:28","modified_gmt":"2016-05-10T13:38:28","slug":"name-change-for-rbs-but-will-it-help-them-shake-their-tainted-reputation","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/05\/name-change-for-rbs-but-will-it-help-them-shake-their-tainted-reputation\/","title":{"rendered":"Name Change for RBS \u2013 But Will it Help Them Shake Their Tainted Reputation?"},"content":{"rendered":"

Most brands aim for global recognition and achievement, but for RBS (Global Banking Group, more commonly known as Royal Bank of Scotland) their brand strategy sees a change to focus on a more local strategy.\u00a0 Rebranding their England, Wales and Scotland branches in a strategic move to re-build their reputation from their grass roots up.<\/strong><\/em><\/p>\n

1) Taking it back<\/h1>\n

Stripping the brand back to its roots, may not be such a bad thing for RBS. \u00a0The banking group which saw the government bail them out with \u00a345billion worth of tax payers money, has faced nothing but deep criticism from the media and public over the past few years.<\/p>\n

To change their focus now and incorporate this into their re-branding can be seen to some as a way to cover up even more problems or if communicated correctly it will show customers that they see what\u2019s important now and that they\u2019re strongly focussing on this to help them re-build the trust and consumer confidence which was lost.<\/p>\n

\"RBS_rebrand_the_branding_journal_1\"<\/a>2) New brand names<\/h1>\n

In England and Wales it\u2019s reported that over 300 branches will be rebranded as Williams and Glyn branches.\u00a0 While in Scotland, really taking it back to pre-crisis, the branches will be rebranded as Royal Bank of Scotland.<\/p>\n

For the brand they are going back to point in time where the brand stood for something positive, it was strong, customers believed in it and supported it.\u00a0 Distancing itself from a tainted reputation and image for RBS can only be a good thing and in a sense they\u2019re holding their hands up to the public to admit that maybe they did lose focus \u2013 but with the re-brand and the renaming, they\u2019re putting their customers first, before their profits and growth.<\/p>\n

3) The future<\/h1>\n

Well this is a new strategy for the flailing bank and one which is not often seen. You don\u2019t see too many companies shouting about downsizing their strategy from global domination to local more focused branding.<\/p>\n

But reported in The Times David Wheldon, former Barclays brand chief and president of the World Federation of Advertisers, commented that the latest changes to the brand signal that it\u2019s \u201cno longer a global bank with ambitions to be the biggest.\u201d<\/p>\n

For RBS a rebrand is probably necessary and their approach to take it back to its roots is a wise choice.\u00a0 It almost signals a new bank, building its reputation from scratch and gaining customer confidence and trust as they go.\u00a0 It simply depends on how much the 2008 banking crisis did affect the company and if this trust can be rebuilt, or are they simply placing new logos over a damaged and unfixable brand?<\/p>\n

And don\u2019t forget to bear in mind the bank will be looking to float the newly renamed Williams and Glyn in the not so distant future.<\/p>\n

References: \u00a0<\/strong>Brand Channel<\/a>,\u00a0<\/em>The Drum<\/a>,\u00a0<\/em>The Times
\n<\/em>Pictures From:<\/strong> <\/em>Brand Channel<\/a>,\u00a0<\/em>The Drum<\/a>,<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Most brands aim for global recognition and achievement, but for RBS (Global Banking Group, more commonly known as…\n","protected":false},"author":15,"featured_media":2341,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"RBS are rebranding their England, Wales and Scotland branches in a strategic move to re-build their reputation from their grass roots 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