New name. Same purpose.
Credit union to launch new brand name at branches nationwide on November 12
ST. LOUIS, MO (November 1, 2019) — 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.
About Anheuser-Busch Employees’ Credit Union
Since 1939, Anheuser-Busch Employees’ Credit Union, and divisions, has served as a trusted financial partner, empowering more than 132,000 Members nationwide to achieve their goals. As a member-owned, community-focused, not-for-profit financial institution, the Credit Union offers comprehensive banking products and financial services at 30 branches nationwide and through 24/7 Member resources and amenities. In addition, Members can access their accounts and perform transactions
at more than 5,600 shared branch locations and self-service shared branch express terminals, as well as more than 25,000 surcharge-free ATMs, through the CO-OP Shared Branch Network in all 50 states.
With more than $1.77 billion in total assets, the Credit Union is ranked a “Top 150” credit union in the U.S. and federally- insured by the National Credit Union Association (NCUA). For additional information, visit www.abecu.org. For more information regarding this announcement, please contact Julie Linder, Public Relations & Events Strategist, by calling (573) 268-0639.
