Santander Bank Polska is preparing to rebrand itself as Erste Bank Polska, with the rebranding process expected to begin in the second quarter. This extensive operation will include changes to the bank's name, logo, and corporate colors, shifting from red to blue. The primary objective of this rebranding is to establish Erste Bank's identity firmly within the Polish market and among local customers.

This rebranding effort is projected to be one of the most expensive in Poland's recent history, with costs estimated around 250 million PLN. Such financial outlays reflect the growing importance banks place on branding and market presence in a competitive sector. The article also notes that while this is a costly endeavor, it is not an isolated incident; the Polish banking sector has a history of frequent rebranding and mergers following the economic changes made after 1989.

Furthermore, the piece reviews the history of Santander Bank Polska, tracing its ownership changes and significant business restructurings over the years. The article suggests that the current rebranding aligns with broader trends within the banking industry, where changing names and logos has become a common practice aimed at revitalizing brands and enhancing customer loyalty.