RBC Centura Bank today announced that it will begin operating as RBC Bank following the change of its legal name to RBC Bank (USA) effective today, emphasizing the bank’s connection to its parent company, Royal Bank of Canada.

The rebranding is part of RBC’s global brand strategy and a message of overall stability and growth. Last month, RBC Dain Rauscher announced the change of its brand name to RBC Wealth Management.

“We announced our plan to change our name in January, which came on the heels of three acquisitions in the past 18 months and with our headquarters’ grand opening in Raleigh just a few months away,” says Scott Custer, RBC Bank chairman and CEO.

The name change will be part of a phased transition over time. As part of the bank’s transition, RBC Bank also unveiled its new Web site. The site URL is www.rbcbankusa.com.

RBC Bank’s holding company recently completed its acquisition of Alabama National BanCorporation (ANB), where RBC Bank will acquire more than 100 total banking centers including 45 locations in Alabama, 45 locations in Florida and 13 locations in Georgia. The conversion process will occur in two phases — banking centers in Georgia and Florida will convert April 11-13 and banking centers in Alabama and the Pan Handle will convert June 20-22. These markets will be the first to get new RBC Bank signs amid complete transition to the RBC Bank name and brand.