The Google to Alphabet name change got us thinking about the value of a bank name. Can changing your bank name change the value of your bank? On one hand, changing your name hurts your brand value in the short run as now you have to re-educate your customers. There is also the practical cost of changing your logo, marketing collateral, signage, stationary and other items. On the other hand, a new bank name could be more memorable, easy to remember and better aligned with your value proposition.