Citibank переименуют в Targobank

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Citibank переименуют в Targobank  

Клиенты Citibank в Германии, а их 3,3 миллиона, к февралю 2010 года превратятся в клиентов Targobank. Впредь именно так будет называться бывшее немецкое отделение американской корпорации Citigroup, проданное в декабре 2008 года за 5 миллиардов евро французскому кооперативному кредитно-финансовому институту Credit Mutuel. Уже при заключении сделки было решено, что банк переименуют. Однако новые хозяева не стали внедрять в Германии достаточно длинное и сложное французское название материнской компании. Поиск нового бренда занял довольно много времени, и вот он, наконец-то, утвержден: Targobank.

Не ищите в этом названии какого-то глубокого смысла. Targo – словесное новообразование. Придумал его немецкий эксперт Манфред Готта, специализирующийся на разработке названий для фирм или марочных продуктов. Его детищами являются, в частности, звучные наименования автомобилей Vectra и Smart. Новый бренд был опробирован в ходе социологических опросов, и респонденты сочли, что Targobank «звучит современно и свидетельствует о целеустремленности и компетентности». В какой мере прежний Citibank будет проявлять все эти качества при новом хозяине – покажет будущее. В любом случае смена вывески не скажется отрицательно на надежности вкладов: они и впредь будут застрахованы в соответствии с принятыми в Германии нормами.

                                                                                                                    КУРС Консалтинг (Кельн)

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