Banco Santander SA is now primarily aiming to become a truly global brand and to achieve its aim. The banking giant, based in Spain, has also started putting its best efforts by applying many new strategies and plans.

In the year 2009, Banco Santander SA introduced Boston-based Sovereign Bank, which has now succeeded big and has become one of the country’s largest regional banks. But recently, the regional bank is now planning to adopt and come under the name of its owner Santander soon.

Sources have revealed that the action of replacement will take place by start of next year.

Few executives of the group have also briefed on the decision and said that the bank’s size has grown big as it has approximately $77 billion in assets and 723 branches in nine states and thus, the planned action became the demand of the time as well as Sovereign’s increasing size.

“That’s a classic marketing strategy’’, said Mr. John Connors, who is the owner of a Waltham advertising firm, the Boathouse Group. He said that the strategy has well served numerous consumers product makers also in the market because making such changes gradually helps the businessman to avoid jarring customers. “There are no sudden movements’’, he added.