Anheuser-Busch credit union set for rebrand
Anheuser-Busch Employees’ Credit Union in St. Louis will rebrand as Together Credit Union.
The $1.8 billion-asset credit union said on Friday that its two divisions, American Eagle Credit Union and Purina Credit Union, will also assume the new name.
“We are proud of the rich history associated with our three brand names,” Bob McKay, president and CEO of the newly minted Together Credit Union, said in a press release. “However, we are competing in a market where several industry competitors and non-industry businesses had similar names.”
McKay noted that streamlining under a single brand should boost consumer recognition while reducing any confusion around field of membership. The name will also connect the CU’s two main select employer groups, AB-InBev/Anheuser-Busch and Nestlé Purina.
The credit union’s field of membership will not change.
Over 2,000 potential names were considered during the rebranding process, but Together emerged as the victor for its emotional connection, relevance and likability, according to the release.
The credit union earned about $11.1 million through the third quarter of the year, inching up 3% from the same period the year prior, according to call report data.