ANZ has announced it will be launching a new and separate brand identity for its ING Australia/NZ wealth management business.
In a message to staff, ANZ CEO Australia, Phil Chronican, said that after an extensive review process, it was determined that ANZ’s specialist wealth businesses will be best positioned for success with their own distinct brand identity, name and logo.
Mr Chronican said that the decision to offer a separate brand identity distinct from ANZ “… recognises that successful wealth businesses need to be positioned as specialists in the eyes of customers and of key intermediaries, such as financial planners.”
“The decision … will place us in a strong position to … grow distribution through the IFA and aligned adviser channels
“The decision also supports our strategy to grow the wealth business and will place us in a strong position to deepen the relationship with our customers and grow distribution through the IFA and aligned adviser channels,” said Mr Chronican.
ANZ expects to fully roll out the new wealth business brand identity, name and logo by the end of 2010.
