ABN Amro uses Brazil as model for global re-branding

The Brazilian banking subsidiary of Dutch financial group ABN Amro (NYSE: ABN) will serve as a model for an upcoming 75mn euro (US$81.2mn) re-branding push of local subsidiaries in the US and Europe, ABN Amro announced on Thursday. ABN Amro will re-brand major subsidiaries in countries such as the US, the UK, Germany, France and Sweden to boost global recognition of the ABN Amro brand. The process will be accompanied by an international market campaign and is expected to be completed by year-end. The new brand strategy is modeled on the "highly successful" re-branding ABN Amro carried out when it bought Brazilian bank Banco Real in 1998. The Dutch bank added its green and yellow shield to the local brand and it also added the ABN Amro name to the local brand. The re-branding strategy in the US and Europe will also see the green and yellow shield and the ABN Amro name added to the local brands. ABN Amro is one of Europe's largest financial groups and it is one of the top-10 retail banks in Brazil, through ABN Amro Banco Real.