With a campaign-like enthusiasm reminiscent of her upbringing and prior career, Kathleen L. Brown has a plan for expanding Bank of America Corp.'s West Coast private bank, and it starts with people who have been customers for years.

As president of the western region in private banking for the Charlotte, N.C.-based company, Ms. Brown's primary goal now is to lure into the private banking fold the Bank of America retail customers living in California and the northwestern United States who have more than $1 million of investable assets.

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