During the past 12 months or so there has been a flurry of discussion and debate about the subject of branding. In fact, American Banker, following last year's ABA national bank card conference, ran excerpts from a roundtable discussion on the subject.

It is understandable that the topic is hot when you consider the recent merger-and-acquisition activity, the current regulatory environment making it easier for nonbanks to offer banking products and services, and the rapid application of electronic delivery channels to the banking industry.

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