Bank of Sydney born

Beirut Hellenic Bank is renaming itself to Bank of Sydney as part of a rebranding effort to broaden its appeal in Australia.

The bank says the name change is an attempt to broaden its appeal in Australia and better connect with local customers.

According to the article, the bank has branches in Melbourne and Adelaide.

Chairman Nicholas Pappas commented, saying he did not think customers would be deterred by the new name.

Research cited in the article suggested some customers in Melbourne were 'heartened' by the name change, indicating a positive initial reaction among some local customers.

The article notes the rebrand aims to broaden appeal and that early research showed positive responses in Melbourne, so customer sentiment is a key area to watch as the bank promotes its new Bank of Sydney identity.

Chairman Nicholas Pappas said he did not think customers would be deterred by the new name, suggesting leadership expects continuity of customer relationships.

No. The article only reports the bank is renaming itself to Bank of Sydney to broaden appeal and mentions its branches in Melbourne and Adelaide and customer feedback.