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Truliant Files Trademark Suit Against BB&T/SunTrust Over New Name

Truliant Federal Credit Union's headquarters in Winston-Salem. Image courtesy: Truliant Federal Credit Union

A Winston-Salem-based credit union is filing a trademark lawsuit against BB&T and SunTrust over their proposed new name. 

Truliant Federal Credit Union is suing to protect its brand after BB&T and SunTrust announced that the name for their merger would be Truist Financial Corporation.

The case was filed in a federal court this week.

In a written statement Truliant says its name is a federally registered trademark that's been in use for 20 years.

President Todd Hall says this is an infringement on Truliant's brand and will confuse customers as the two entities' business regions overlap.

The new name for BB&T and SunTrust is not yet official. Shareholders will vote on the merger and the name in the next few months. The new entity will be the sixth largest bank in the United States.

Correction: A broadcast version of this story aired citing the new name for the BB&T and SunTrust entity as Truism Financial Corporation. The correct name is Truist Financial Corporation. 

 

Bethany joined the staff of WFDD in the fall of 2012. She received her B.A. and M.A. in English Literature from Wake Forest University and focused on Anglo-Irish writing. Between undergraduate studies and graduate school, Bethany served as the intern to Talk of the Nation at NPR in D.C., participating in live NPR Election Night Coverage, Presidential debate broadcasts, regular Talk of the Nation shows, and helping to plan the inaugural broadcast of ‘Talk of the World.' She enjoys engaging with her interests in books, politics, and art in the interdisciplinary world of public radio. Before becoming Assistant News Director, Bethany was a reporter and Associate Producer for WFDD's Triad Arts and Triad Arts Weekend. Originally from Jacksonville, Florida, Bethany enjoys calling the Piedmont home.

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