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March 21, 2012updated 04 Apr 2017 3:42pm

Barclays Wealth rebrands

Barclays has rebranded its private banking, investment and corporate businesses, which will from now on all operate under the title Barclays. Barclays Wealth, Barclays Capital (BarCap) and Barclays Corporate have all dropped their distinctive second words to present a unified branding identity. The change is a part of a broader strategy to more closely integrate the management of the different arms and had been announced to journalists by CEO Bob Diamond earlier this month.

By Thomas McMahon

Barclays has rebranded its private banking, investment and corporate businesses, which will from now on all operate under the title ‘Barclays’.

Barclays Wealth, Barclays Capital (BarCap) and Barclays Corporate have all dropped their distinctive second words to present a unified branding identity.

The change is a part of a broader strategy to more closely integrate the management of the different arms and had been announced to journalists by CEO Bob Diamond earlier this month.

A bank spokesman said: “We believe that we better serve our clients by bringing them the best of Barclays, from across the entire organisation.  We can do that more easily, and more efficiently, by bringing our divisions together under one brand.”

In November last year, Coutts & Co, the private banking division of RBS, dropped RBS from its title to simplify its brand and bring consistency to its international client base.

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