Can a foreign bank with tough-to-pronounce name become a household brand?
In the next few months, Santander Bank will try to establish its brand name in the United States with television and print advertising, sports sponsorships, new products, donations to nonprofits, a refreshed online presence, and commercials featuring actor Robert De Niro.
Spanish-based Santander, pronounced “sahn-tahn-DARE” acquired Sovereign Bank in 2009 as the springboard for its US ambitions, but ditched the Sovereign flag last week. Most of the bank’s 700 branches and ATMs across nine northeastern states now display the Santander name.
But the tougher challenge for Santander is to keep and increase customers under a brand that has very little recognition or loyalty in the United States. That could be difficult. Full story for BostonGlobe.com subscribers.