ING Re-Brands Mexican Operations

October 22, 2001

Holland’s ING Group announced that it has renamed all of its subsidiaries in Mexico as “ING Comercial America.” The decision is in line with the company’s global strategy of re-branding all its operating units to include the company name.

The name change affects Seguros Comercial America (SCA) which ING acquired last June, Afore Bital and other subsidiaries. It was launched last week with a two month ad campaign aimed at middle and upper level consumers, and will allow ING to take advantage of synergies in the marketing of its insurance and financial products.

“Re-branding ING’s operations is central to becoming an integrated financial services organization,” said Yves Brouillette, general manager and CEO of ING Comercial Americas, in a written statement.

He explained further that, “We offer multiple products and want to maximize the synergies that exist between our product lines and distribution channels. Marketing ING under multiple names would confuse consumers and limit the effectiveness of out cross-selling strategy. With a unified brand presence, we’re able to eliminate any risk of confusion, plus preserve the strong brand equity of both SCA and ING.”|”ing, re-brands, mexican, operations,

Was this article valuable?

Here are more articles you may enjoy.