Brand Alignment issues with Co-operative Bank

 It was reported in the press this week that the Co-operative bank will be taking on the mortgage book of Sainsbury’s bank. This is seen as a positive move by the Co-operative bank, but there is a brand alignment issue that will need to be addressed. The Co-operative bank has no ties with the Co-operative group any more, but people will still assume it has. Until the bank changes its name there will be an association with the Co-op group. People will expect the same ethical standards associated with the Co-op group. Will what the bank tries to say, be aligned with the customer experience?