Corporate names: Verbal identities

“ONE has to go back 213 years to find the first TSB branch in the small parish of Ruthwell, Scotland. The bank, which grew and eventually merged with Lloyds 18 years ago, is now going it alone once again. And it opted to keep its old 19th century name, which is a curious choice: it runs counter a trend in corporate naming, particularly in banking.”

 

Read more at The Economist

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