What’s in a name-change?

Profile: Capitalia

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The creation of Capitalia in July 2002 had to be more than a superficial exercisein rebranding. This was to be the single most important chapter in the long andoften tortuous restructuring of the Italian banking industry. The new holdingcompany for retail and commercial banks Banca di Roma, Banca di Sicilia, Bipopand Fineco Group and investment bank MCC (the old MedioCredito Centrale) wasgoing to be an entirely new bank. Above all, the transformation rested on theability of new management to