In the competition for your money, banks look to branding.

The article reports on the renaming and rebranding of banks created through acquisitions in the U.S. These banks are making a bid for attention and assets as the industry faces consolidation. Big new banks are playing up not just their size, but their connection to the consumer and the institution they acquired. Small banks are building their brands in the hope of gaining customers dissatisfied with the results of big-bank mergers.