February, 01 , 2010

Lloyds Banking Group (LON:LLOY) is set to launch a re-branding exercise that will seek to reposition its Bank of Scotland units. Concern over the beating that the Halifax Bank of Scotland (HBOS) brands have taken since the onset of the credit crunch has prompted Lloyds Banking to reposition the brands in the public conscience.The result: the Halifax brand name is likely to disappear from all Bank of Scotland branches.

This does not however mean Lloyds Banking Group is dropping the historic Halifax brand altogether; instead the group appears to be keen to diminish the HBOS brand.The bank said its intention was to persuade customers that it was returning to "traditional values of relationship banking, customer empathy and expertise".