ING reviewing its Postbank brand

ING is carrying out a ‘strategic reorientation’ of its popular Postbank brand as part of a wider assessment of its retail banking activities, the Financieele Dagblad reports today.

McKinsey has been looking at the branding and marketing of both ING and Postbank in the Netherlands, a spokesman told the paper.
Postbank has seven million customers and is profitable. But while the brand is worth several hundred millions euros, its appeal is confined to the Netherlands, the paper said. Abroad ING has had great success with ING Direct, which has been valued at €3.2bn.
The paper says CEO Michael Tilmant has been busy strengthening ING’s profile and focusing on its core business

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