Some prefer the multiple brand approach.

Publication: Europe Intelligence Wire

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COPYRIGHT 2003 Financial Times Ltd.

(From Bank Marketing International)

The move by many banks - BCP, HSBC, Citigroup, to name but a few - to rebrand their extensive empires under one name might be conventional wisdom, but some see it differently.

Indeed, the Royal Bank of Scotland has made a virtue of its multi- branded business. To such an extent that the Edinburgh-based bank is the fifth-largest banking empire on the globe in terms of market capitalisation - no mean achievement.

RBS has made at least 24 acquisitions in the past decade and most of these are trading under their original...

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