Seeking to increase its visibility in northern California, American River Bankshares (AMRB) in Sacramento has combined its three separately named banks under the name of its flagship brand.
Effective Monday, the branches of North Coast Bank in Santa Rosa and Bank of Amador in Jackson are now operating as branches of American River Bank. American River acquired both banks in 2004 and had retained both names to preserve their local identities.
David Taber, American River's president and chief executive, said in a news release Monday that it unified the brands as part of its mission to establish itself as a go-to bank for commercial clients.
"The move to consolidate under the American River Bank name represents the next phase for our company," he said.
American River has 11 branches in Amador, Placer, Sonoma and Sacramento counties.
Along with the re-branding, the $590 million-asset American River has also launched a new marketing campaign to introduce the American River brand in North Coast's and Bank of Amador's markets.
