Brand name for financial products

Saving has a name

Santander Consumer Bank now offers two different savings models under the umbrella brand “BestSparen” developed by the naming agency NAMBOS.

An overnight deposit account with an always attractive interest rate level bears the brand name “BestFlex”. BestFix” is the name given to a new fixed-term deposit account where the customer receives a guaranteed interest rate at no cost.

So far, Santander has only offered loans and insurance in Austria. When developing the name for the new business segment, it was particularly important to the company that the new products would be understood very quickly and stand out from the competition. NAMBOS has developed various naming systems and tested them in extensive target group surveys in Vienna. At the end of the naming process the “Best” system was favoured because it is dynamic, concise and simple.

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