Turkish bank Disbank has been rebranded with its new parent company's name, Fortis. The move, instigated in an overnight rebranding exercise, is part of Fortis's new strategy to unite all of its elements under the unified 'Fortis' corporate image.
From Monday November 28 all 183 branches of Disbank have been re-faced with the Fortis name. The swift move to change the Turkish bank’s branding is to bring the newly acquired business in line with the unified brand strategy that CEO Jean-Paul Votron announced back in January.
M Votron said the company wanted to achieve its brand unification within two years of the announcement, make 11 months ago, so that Fortis can approach its customers as a single company, under a single flag.
Fortis recently successfully integrated its biggest Dutch insurers – AMEV, Stad Rotterdam and Woudsend – into Fortis ASR. This move has allowed Fortis to bring its banking and insurance operations in the Netherlands – as in Belgium – under one flag. Last week Banque Generale du Luxembourg was renamed Fortis.
Re-branding of BGL and Disbank into Fortis will be followed by a similar operation, by the end of 2006, with Dryden Wealth Management, the UK-based private bank and O’Connor & Company, the recently acquired US-based clearing firm.