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GE Capital is looking at re-branding its portfolio of credit cards, including its Monogram Bank cards, and its numerous private-label cards. The company, which launched the GE Rewards card last fall, is talking to agencies with direct marketing divisions. If the idea flies, the Monogram Bank name would go away, and be replaced by some new brand with ‘GE’ in it. Monogram Bank is the 16th largest issuer of affinity cards. One brand under consideration is ‘GE Classic.’
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