HomeTrust Bank faced a legal challenge from HomeTown Bank after it entered southwestern Virginia. The now-resolved dispute serves as a reminder that banks must be aware of branding challenges when they enter new markets.
Branding Dispute Highlights Risk for Expansion-Minded Banks
- Full access to banking's most comprehensive daily report
- Daily, weekly, and topic-based newsletters and alerts
- Award-winning analysis and insight, focused on bankers' key concerns
- Bimonthly industry research reports (including archive)
- Morning Scan Plus e‑newsletter
- Full access to 2016: The Candidates, the Issues