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St George hits back at re-branding speculation

by Staff Reporter7 minute read

Jessica Darnbrough

St George has struck back at media suggestions that the bank is considering further changes to the brand outside Victoria.

According to a report in the Australian Financial Review yesterday, the bank left open the possibility of changing its name in Queensland and Western Australia, however, chief executive officer Rob Chapman was quick to quash the rumour.

“We are only going to enhance the brand in these areas,” Mr Chapman told The Adviser.

“What I’ve realised is that the brand is – and always has been – really strong in Queensland and NSW and we going to really grow that and work hard on the reputation of our branding,” he said.

Last month, St George announced it would rebrand in Victoria to Bank of Melbourne, leaving many to speculate that the bank may look to rebrand in the other states as well.

However, Mr Chapman said the bank had no such plans and that the St George brand “resonates really well with our NSW and Queensland customers”.

St George will officially become Bank of Melbourne in Victoria in August.

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