One of the best-kept secrets in banking will finally be revealed tonight.
NationsBank and BankAmerica have said for months that the name of their new holding company would be BankAmerica Corp. But they have been mum on what brand name they would use.
The merger partners are expected to end the mystery tonight with 90- second image ads aimed at the investment and corporate communities.
The spots will air during broadcasts of ABC's "Nightline" and CNN's "Moneyline."
The companies hired Anspach Grossman Enterprise, a New York corporate identity consulting firm, to help determine which bank's moniker would hold the most appeal.
Branding experts are now betting on BankAmerica-a name with a much longer history than NationsBank, which came into existence in 1991. BankAmerica's patriotic feel has more intrinsic appeal than the NationsBank name, they say.
Officials from both banks declined to discuss specifics of the new commercials, which are expected to run about 10 minutes into "Moneyline" and "Nightline." Both shows begin at 11:30 p.m. on the East Coast.