Commercebank to Unveil New Brand

New positioning leverages local identity with global strength of international powerhouse Mercantil Servicios Financieros (MSF)

Coral Gables, FL - August 27, 2007

Commercebank, N.A. today announced that the Bank will launch a new branding strategy in the last quarter of 2007 that includes changing its name to Mercantil Commercebank – combining its highly recognized existing local brand with the global reach of Mercantil Servicios Financieros (MSF).

Servicing Florida for more than 25 years, Commercebank is a wholly owned subsidiary of Commercebank Holding Corp., which in turn is owned by Mercantil Servicios Financieros (MSF), a leading financial services company operating in 10 countries providing banking, wealth management, and insurance services through subsidiaries and representative offices in North and South America, and Europe.

The branding strategy is the result of a three year global branding study that includes the integration of the ‘Mercantil’ name, an 82 year old brand, into all MSF-owned subsidiaries.

“The results of our study confirmed our core belief that adding the Mercantil name to our global affiliates leverages the local strength and community ties of these organizations, with the global scope of MSF,” said Gustavo Marturet, Chairman and CEO of Mercantil Servicios Financieros. “Through this rebranding we look to provide an ever-broader range of products and services to our customers, while reinforcing the depth and breadth of the Mercantil brand.”

The global rebranding strategy, of which Commercebank is a part of, applies to all Mercantil subsidiaries that do not have Mercantil as part of their brand name. Commercebank’s new corporate identity, to be launched as Mercantil Commercebank, includes a campaign supporting the new brand that will be launched towards the latter part of this year.

“Commercebank embodies the industry’s highest professional and ethical standards,” said J. Guillermo Villar, President and CEO of Commercebank. “From that value-platform, we’ve developed an organization that is recognized by domestic and international customers as a solid, investment-quality rated financial institution with a broad range of expertise. The rebranding strengthens our main attributes, while enhancing our reach and resources; all to the benefit of both our customers and staff members.”

While Commercebank’s global scope continues to expand, the Bank’s business strategy and focus on domestic banking remains as strong as ever. Commercebank will continue to provide services to individuals and companies in its U.S. markets, which include South Florida, Houston, and New York.

Credit and pricing decisions as well as business products will continue to be defined and executed according to business and competitive conditions in each individual market. From its 13 branches in South Florida and strategically positioned presence in New York and Houston, Commercebank provides individualized banking services to customers and small businesses. Middle market, large domestic and international corporate customers, and commercial real estate customers are serviced by dedicated relationship managers with industry expertise. The Bank also provides wealth management services to high net worth individuals.

“Since our foundation, our approach has been to meet our customer’s needs in every way imaginable,” adds Villar. “Being global means there are more resources and broader reach. It allows us to meet the customer needs in a variety of ways, with additional options and enhanced products and services, not only in South Florida, but wherever the customer might conduct its business.”

”Adding Mercantil to its existing Commercebank name enhances the Bank’s positioning as a resourceful financial institution,” said nationally recognized economist and Commercebank Board member, J. Antonio Villamil. “It is very positive, and indicative of the international nature of South Florida, while validating Commercebank’s innovative approach to servicing this community.”

Mercantil Commercebank will remain a federally chartered commercial bank operating and existing pursuant to the laws of the United States of America, with its deposits insured by the FDIC. Nationally-chartered Commercebank, N.A. is supervised by the OCC (Office of the Comptroller) and Commercebank Holding Corp. is supervised by the Federal Reserve Board. The Bank continues to be guided by a Board of Directors that includes experienced professionals in domestic and international business.

“This global rebranding initiative is a positive step that will introduce vitality to our organization,” said Villar. “We look forward to continue building upon our strengths and those of our parent and affiliate companies.”

ABOUT MERCANTIL COMMERCEBANK
Mercantil Commercebank N.A. is one of the largest privately held banks in South Florida serving its community for over 25 years. The Bank is a wholly owned subsidiary of Mercantil Commercebank Holding Corp., which in turn is owned by Mercantil Servicios Financieros, the largest provider of financial services in Venezuela, with more than 80 years of experience.  Mercantil Commercebank has assets in excess of $4.7 billion. The Bank is headquartered in Coral Gables, Florida, and has eleven Banking Centers throughout Miami-Dade County; two in Broward County; one in Manhattan, New York; and one in Houston, Texas. It also has a loan production office in Weston, Florida. The Bank offers a wide variety of domestic, international, personal, and commercial banking services, including investment, trust, and estate planning through its subsidiaries, Mercantil Commercebank Investment Services, Inc. (Mercantil CIS) and Mercantil Commercebank Trust Company, N.A. (CTC).

Back to top