Citizens Financial Group has announced that nearly 200 Charter One branches located in Ohio, Michigan, will be rebranded as Citizens Bank by mid-2015 to create a consistent Citizens Bank presence across 11 states.
The bank already operates branches in the other nine states as Citizens Bank, which is expected to be continued.
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Furthermore, the Commercial Banking division will transition from RBS Citizens to Citizens Commercial Banking in the fourth quarter of 2014, while consumer lending businesses serving customers outside the Citizens retail footprint will be renamed as Citizens One.
Citizens Financial Group chairman and CEO Bruce Van Saun said, "The name Citizens has been a part of our heritage and culture as a company since 1871."
"We want to leverage this strong brand to provide a consistent, high-quality banking experience to all of our customers, wherever we do business."
The rebranding comes after latest enhancements to Citizens’ consumer offerings through the company’s Bank Better initiative focused on making banking more simple, clear and personal.
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By GlobalDataThe banking firm noted that the rebranding initiative is part of its overall effort to break up from its parent, Royal Bank of Scotland (RBS), by the end of 2016 through a series of public offerings and establish Citizens as a standalone company.
