Capital One Rebrands ING Direct, Puts Brand Equity At Risk

Capital One announced that it will drop the ING Direct brand (along with its highly recognizable orange ball logo) and rename the unit Capital One 360. While it may make sense to reinforce the Capital One brand across its operating units, this move comes with some risk.

It turns out that ING Direct has considerably more positive brand equity than Capital One. Take a look at banking results across many of our 2012 Temkin Ratings:

The bottom line: Hopefully a lot of ING Direct rubs off on Capital One

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

3 thoughts on “Capital One Rebrands ING Direct, Puts Brand Equity At Risk”

  1. I can tell you, I dropped ING Direct like a hot potato when I found that out. As much as I loved them, I have no love for Capital One… The branding should have gone the other direction. (Not that it was possible.)

    C’est la vie… (I moved to Simple)

  2. You nailed this one, Bruce. As a long-time customer and evangelist for ING Direct, this feels like a move in the wrong direction. The 360 brand just feels bloated and ‘old school.’ I’ll wait until after the change to see if I want to switch services, though.

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