Branding

The Raleigh-based credit union hit its latest milestone just three years after reaching 200,000 members.

Some credit unions are experimenting with ambient scenting – adding distinctive but unobtrusive smells – in their branches. While those fragrances are meant to reinforce the institution’s brand, they could also have unintended negative effects.

The series of print, digital and billboard ads uses children of Citigroup employees to draw attention to the bank's own efforts to promote women to senior roles.

Once the Pennsylvania Credit Union Association and the New Jersey Credit Union League complete their merger, the group will go by CrossState Credit Union Association.

When Washington Federal last rebranded, it was to signal its shift from a savings and loan association to a commercial bank. This time around, it's to reflect geographic diversity and its desire to be viewed as a bank.

Sound Bank is now Dogwood State Bank after its sale to an investor group. The buyers also moved Dogwoods State's corporate offices from eastern North Carolina to the state's capital.

The San Diego-based institution changed its name in attempt to reach wider audience.

The name Jovia is a reference to the word jovial and is intended to inspire trust and optimism.

The Seattle company rebranded as WaFd Bank to address confusion that it might have ties to the federal government.

A J.D. Power official says supplemental benefits — many centered on travel cards — need to be pared down. His comments followed the company’s release of survey data that showed these hard-to-understand benefits were a drag on customer satisfaction.