Anheuser-Busch Employees’ Credit Union and divisions, American Eagle Credit Union and Purina Credit Union, has unveiled a new brand name, Together Credit Union, after two years of extensive research and planning. The new name will launch at the Credit Union’s branches nationwide on November 12th.
“We are proud of the rich history associated with our three brand names. However, we are competing in a market where several industry competitors and non-industry businesses had similar names,” said Bob McKay, President and CEO. “Like most SEG-named credit unions have found, our research indicates that migrating to a new, single brand name will improve consumer recognition and eliminate field of membership confusion.”
The Credit Union reviewed more than 2,000 potential brand names during the rebranding process, with only three names moving forward for market feedback. Together Credit Union ranked first in all research categories including emotional connection, relevance, likeability, recall and purchase intent.
“Our new name developed from the relationships we have with our Members. It a reflection of how we do business every day, and reinforces our mission and core values,” added McKay.
While the new brand name is a monumental change for the credit union, its field of membership also is not changing. The new brand name is a strategic action step in the organization’s comprehensive long-range plan to grow and continue building a healthy and sustainable organization serving current, prospective, and future Members.
Together Credit Union is simple, memorable and unique to the market. It also connects to the credit union’s two main select employer groups, AB-InBev/Anheuser-Busch and Nestlé Purina, by mirroring the use of Together, an attribute of each company’s strong culture, signifying that the relationships with employees and family members remain strong.
Established in 1939, the Credit Union is a member-owned, community-focused, not-for-profit financial institution chartered by the state of Missouri and federally insured by the National Credit Union Association. Together Credit Union has 133,000 Members nationwide and holds $1.82 billion in assets.
For more information regarding this announcement, please contact Julie Linder, Public Relations & Events Strategist, by calling (573) 268-0639.
Bob McKay.
