Reading Eagle Business Weekly – What’s in a Name Change?

Phil Davis

Branding & Naming Expert President of Tungsten Branding

(Excerpts) In a few weeks, the Sovereign Bank name created in Berks 26 years ago will disappear from branches as well as the Sovereign Center and the Sovereign Performing Arts Center. They’ll be rebranded under the Santander name, after parent company Santander Holdings USA Inc.

Over time, people should learn the Santander name, said Phillip Davis, president of Tungsten Branding, a North Carolina company. He compared the new name to Mitsubishi or Hyundai. It’s a little unwieldy and difficult to pronounce, but the hurdles are surmountable.

“It sounds to me a little clunkier than the current name, but with time, community involvement and the right gestures, the community will come to accept it,” Davis said. Businesses should look at their industry, think about goals and ask whether fitting in or standing out is important with a new name. Financial companies usually focus on fitting in, Davis said.

8 Mistakes to Avoid When Naming Your Business

8 Mistakes to Avoid When Naming Your Business

When choosing a name for your new company, keep these tips in mind to help you find one that will work now–and in the future. Naming a business is a lot like laying the cornerstone of a building. Once it’s in place, the entire foundation and structure is aligned to that original stone. If it’s…

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