Premier financial powerhouse, First Bank of Nigeria Limited, has announced a phased corporate name change for its subsidiaries in the United Kingdom and Sub-Saharan Africa, an initiative designed to align the subsidiaries with the parent brand and to enjoy the strong heritage and brand equity built by the institution in its 129 years of banking leadership.
Group Head, Marketing & Corporate Communications, First Bank, Folake Ani-Mumuney, in a statement on Thursday, named FBNBank UK, FBNBank Sierra Leone, FBNBank Gambia and FBNBank DRC as the first set of subsidiaries effecting the name alignment.
“They are now known and addressed as FirstBank UK, FirstBank Sierra Leone, FirstBank Gambia and FirstBank DRC. The Ghana, Senegal and Guinea subsidiaries will be next in the phased name change implementation,” the bank said.
The alignment is also expected to enhance the quality-of-service delivery resulting in better brand clarity, uniformity and consistency across all the markets where the bank operates.
Speaking on the name change, the Chief Executive Officer of FirstBank Group, Dr Adesola Adeduntan, said, “The name change which coincides with FirstBank’s 129th founding anniversary (March 31st, 2023) is indeed a milestone reflective of our resolve to continuously provide the gold standard of excellence and value as we put our customers first.’’
“The new identity of the subsidiaries contributes to an enhanced brand presence. It helps our customers and stakeholders better appreciate the value of the diversified products suites, competitive pricing and extensive business networks the FirstBank Group offers.
“These include our commitment to boosting cross-border businesses including trade and investment opportunities essential to enhancing trade relations amongst countries, thereby strengthening the economies of host communities and reducing poverty.”
