What’s in a name? Plenty for Sovereign/Santander

berkovitz2-150x150Boston Herald
Tobe Berkovitz, College of Communication

The Sovereign Bank brand will finally be phased out in 2013, four years after the Boston company’s acquisition by Spanish financial titan Santander…

Expert quote;

“It depends on how iconic a brand is. Sovereign Bank is not exactly Frosted Flakes. You just want to be sure everything’s OK with your money, with your mortgage and with your retirement savings.”

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