Relaunch of Bank of Melbourne (2011)
The Bank of Melbourne is a subsidiary of Westpac Banking Corporation, and was relaunched in August 2011. Previously, Westpac Banking Corporation had purchased the old Bank of Melbourne business in 1997 (a separate and independently operating building society located in Melbourne) and after some preliminary synergies were harnessed and minor rebranding undertaken (namely inserting the Westpac logo in the Bank's branding), eventually closed its doors in 2002 and merged the remaining operations under the Westpac banner. It is reported that the brand is now being relaunched due to the limited success of the St.George Bank brand in Victoria and as such, the new Bank of Melbourne will replace the Group's St.George Bank brand completely throughout Victoria, as part of a major local branding strategy by Westpac. The bank and will operate independently of the parent company and of St. George Bank and is distinct from the old Bank of Melbourne business.
Read more about this topic: St.George Bank
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