Fifth Third Bank of Cincinnati is stamping its brand name on its $4.5 billion-asset mutual fund family.

Effective today the Fountain Square Funds will be renamed Fifth Third Funds, said Scott N. Degerberg, a bank vice president.

Mr. Degerberg said the name change is designed to draw on customer loyalty to the Fifth Third name in the five states where the banking company operates. "The bank has a good name as a strong financial institution, and we think that will carry over to the funds," he said.

The $28.3 billion-asset banking company has three million customers across Ohio, Florida, Arizona, Kentucky, and Indiana, said Mr. Degerberg.

The Fountain Square Funds, established in 1988, were named after a landmark near the bank's headquarters in downtown Cincinnati. Mr. Degerberg said the Fifth Third name should carry more weight outside Cincinnati.

The Fifth Third Funds include 16 stock, bond, and money market funds, including two inherited from Ohio Co., the brokerage firm the bank bought in June.

Mr. Degerberg said the bank will kick off a monthlong radio and print advertising campaign todayin its region to promote the name change.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.