Everyday Confidence: Regions Debuts New Brand Identity for New Year.

BIRMINGHAM, Ala. -- Just in time for the new year, Regions Financial Corporation (NYSE: RF) has introduced its new brand identity, "Everyday Confidence."

"These words mean that as a company, we know we have the strength to be there for our customers, old and new," said Regions President Jack Moore. "We can not only provide them with the everyday products and services they need, we can also help them to plan for the future - and to make their dreams come true.

"Everyday Confidence also means that Regions is committed, every day, to sound financial management that optimizes shareholder value," said Moore, who will become CEO of the corporation in July 2005. He was chairman and CEO of the former Union Planters Corporation, which merged with legacy Regions in July 2004, creating one of the nation's Top 15 financial services providers.

"We are confident that Regions will complete a flawless integration and merger of the two large regional banking companies," added Moore. "As part of that, it is important that we achieve the projected cost saves resulting from the integration and processing conversions, and, most important, that we continue to grow as a company."

The "Everyday Confidence" standard has already been widely communicated to the company's more than 25,000 associates, in keeping with the Regions philosophy of informing employees of such changes before making them publicly known. The words also have important internal meaning, making clear that the company expects its associates not only to have confidence in one another, but also in a shared commitment to consistent and ever-improving quality of service.

"We are confident that each individual is treated with respect, that everyone's opinion is valued, and that we are all committed to taking care of our customers, both internal and external," Moore explained. "The Regions culture is one of a shared vision, values and focus, and - along with our new logo that we announced earlier this year - our new brand identity helps capture our essence.

"Confidence - not just sometimes, not just often, and not just most of the time - but confidence all of the time, every day - that's what we're about," Moore said.

About Regions Financial Corporation

Regions Financial Corporation (NYSE: RF), headquartered in Birmingham, Ala., is a full-service provider of retail and commercial banking, securities brokerage, mortgage, and insurance products and services. With its merger with former Union Planters Corp. complete, Regions had assets of $84.1 billion as of Sept. 30, 2004, making it one of the nation's Top 15 financial services providers. Regions' banking subsidiaries, Regions Bank and Union Planters Bank, operate some 1,400 offices and a 1,700-ATM network across a 15-state geographic footprint in the South, Midwest and Texas. Its investment and securities brokerage, trust and asset management division, Morgan Keegan & Company Inc., provides services from more than 145 offices. Additional information about the new Regions, which is a member of both the Forbes and Fortune 500 and operates one of the Top 20 mortgage companies in the United States, can be found at www.regions.com.