Now simply Rural Bank
(18 August 2009 – Australia) The name change from Elders Rural Bank to Rural Bank is officially in place, with the new name and branding focusing the bank on a wider rural image.
As from the 17th August, 2009, Elders Rural Bank formally changed its name and branding to Rural Bank.
The bank said that the name change reflects the growing size and independence of its business as well as the recent increase in Bendigo and Adelaide Bank’s shareholding to 60 percent.
In particular, the name change signals the start of an expansion plan for the bank, with the wider Australian rural and regional market in its sights.
Rural Bank chief executive, Paul Hutchinson, said that the name change and rebrand signals a new era for the bank and will see a focus on product and service development for customers, as well as exploring network expansion opportunities.
Rural Bank will retain its strong relationship and heritage with Elders, but is now in a prime position to further expand its national footprint to deliver even more services to Australians, Hutchinson added.
Hutchinson also noted that given the success of the bank’s operating model, it will not be changing those elements that have contributed to the bank’s success, such as relationship focus with, and proximity to, the rural sector.
The brand having that more ubiquitous connotation means the bank will be able to open up further channels going forward, he added.
The company said the rebranding would also involve an increase in its advertising program and the expansion of its network of outlets across Australia, from its current level of 250.
The bank said that the name change reflects the growing size and independence of its business as well as the recent increase in Bendigo and Adelaide Bank’s shareholding to 60 percent.
In particular, the name change signals the start of an expansion plan for the bank, with the wider Australian rural and regional market in its sights.
Rural Bank chief executive, Paul Hutchinson, said that the name change and rebrand signals a new era for the bank and will see a focus on product and service development for customers, as well as exploring network expansion opportunities.
Rural Bank will retain its strong relationship and heritage with Elders, but is now in a prime position to further expand its national footprint to deliver even more services to Australians, Hutchinson added.
Hutchinson also noted that given the success of the bank’s operating model, it will not be changing those elements that have contributed to the bank’s success, such as relationship focus with, and proximity to, the rural sector.
The brand having that more ubiquitous connotation means the bank will be able to open up further channels going forward, he added.
The company said the rebranding would also involve an increase in its advertising program and the expansion of its network of outlets across Australia, from its current level of 250.
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