Santander's "heroic" rebrand to change bank brand landscape

The world's fourth largest bank is rebranding three recently acquired UK banks in a "typically smart" move that will change the bank brand landscape, says a leading brand expert. Spanish bank Santander is to absorb entirely Abbey, Bradford & Bingley and Alliance & Leicester - all of which will be rebranded as Santander - in an effort likely to cost £12 million.

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