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Santander poised to become single unified brand this year

Santander has stated its strategy to become the single global brand by the end of the year, casting doubt over the future of Abbey and other subsidiary brands.

The Spanish bank’s executive vice-president Juan Manuel Cendoya recently revealed its plans to Business Life, British Airways’ in-flight magazine.

Cendoya said: “This year is the bank’s 150th anniversary and during the year we will be unifying the brand to create one identity around the world: Santander.”

The bank seems to be gradually introducing Santander as a consumer facing brand, through its strong visual identity as was introduced for Abbey last year.

But an Abbey UK spokesperson says: “We have had a strong endorsement from Group following the adoption of Santander’s corporate image within Abbey. We are not planning to announce any further changes.”


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