Adiós al Banco Río: el Santander deja de usar su nombre argentino – LA NACION

Adiós al Banco Río: el Santander deja de usar su nombre argentino – LA NACION

El banco Santander Río pasará a operar como Santander Crédito: LAURA SOLORZANO

En menos de dos semanas, el sistema financiero local perdió a su segunda marca emblemática. Hace 15 días el banco BBVA Francés anunció su decisión de “matar” la marca Francés para pasar a operar exclusivamente con el nombre BBVA. Y ahora llegó el turno del Santander Río, que decidió avanzar en el mismo camino y a través de un comunicado a la Bolsa informó su decisión de cambiar la marca comercial “Santander Río” por “Santander”.

“La marca Santander es una de las grandes fortalezas del Grupo Santander, sintetiza su identidad, esencia y posicionamiento y transmite una realidad global complementaria a la de cada mercado, contribuyendo también a reforzar la estrategia digital y el concepto de plataforma abierta de servicios financieros. Asimismo, refleja una evolución de la marca que viene así a acompañar la transformación digital en marcha al mismo tiempo que comporta un diseño renovado y moderno”, señaló la entidad a través de un comunicado.

En la oficina de Buenos Aires del Santander precisaron que el cambio de marca será un proceso paulatino y explicaron que el proceso de renovación marcaria estará concluido en el primer semestre de 2020. “Los clientes no tienen que pedir ningún cambio de tarjeta. Se hará todo paulatinamente cuando les vaya mandando las nuevas tarjetas y chequeras”, explicaron.

Tanto en el caso del BBVA como en el Santander se trata de grupos de capitales españoles y el cambio de marca responde a un proceso de alineación global. Los ejemplos locales incluyen a los cigarrillos Derby y Jockey Club (ambos fueron reemplazados por Pall Mall), los pañales Mimito (pasaron a ser Huggies) o los celulares Movicom, que se habían convertido en un genérico pero igual terminaron siendo sustituidos por Movistar.

En otros casos, la desaparición de una marca responde a un proceso de fusión entre compañías en el que indefectiblemente al menos un nombre (o dos) pasa a mejor vida. Bajo esta lógica se explica la despedida de una marca muy reconocida a nivel local como la aerolínea LAN, que a partir de la fusión con TAM pasó a operar como Latam.



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