ST. LOUIS–Anheuser-Busch Employees’ Credit Union and divisions, American Eagle Credit Union and Purina Credit Union, have unveiled a new brand name. The credit unions will now be called Together Credit Union.
According to the credit union, the name change follows two years of “extensive research and planning” and will officially launch in its branches nationwide on Nov. 12.
“We are proud of the rich history associated with our three brand names,” said President/CEO bob McKay. “However, we are competing in a market where several industry competitors and non-industry businesses had similar names. Like most SEG-named credit unions have found, our research indicates that migrating to a new, single brand name will improve consumer recognition and eliminate field of membership confusion.”
Together CU said it reviewed more than 2,000 potential brand names during the rebranding process, with only three names moving forward for market feedback. Together Credit Union ranked first in all research categories including emotional connection, relevance, likeability, recall and purchase intent, the credit union said.
Mission Reinforced
“Our new name developed from the relationships we have with our members,” added McKay. “It is a reflection of how we do business every day, and reinforces our mission and core values.”
While the name is new, the new Together CU said its field of membership is not changing. Instead, the CU said the new brand name is a strategic action step in the organization’s comprehensive long-range plan to grow and continue building a healthy and sustainable organization serving current, prospective, and future members.
“Together Credit Union is simple, memorable and unique to the market,” the CU said. “It also connects to the credit union’s two main select employer groups, AB-InBev/Anheuser-Busch and Nestlé Purina, by mirroring the use of Together, an attribute of each company’s strong culture, signifying that the relationships with employees and family members remain strong.”
Together Credit Union has 133,000 members nationwide and holds $1.82 billion in assets.