GW'S NAME RIDING OFF INTO SUNSET.

Byline: Gregory J. Wilcox Daily News Staff Writer

Great Western Financial Corp., a name that's been a major player on California's financial landscape for decades and was promoted by rugged cowboy pitchmen like the late John Wayne, is riding off into the sunset.

The Chatsworth company's Seattle-based parent, Washington Mutual Inc., said Thursday the Great Western name would be replaced with Washington Mutual's after a survey concluded that customers would not be offended by the change. The name of Irvine-based American Savings Bank, also owned by Washington Mutual, is being changed, too.

The Daily News reported in mid-November that a name change was being studied.

The name will be phased in over the next 18 months at American Savings and Great Western branches, mortgage loan offices and administrative facilities in California, Florida and other states, the company said.

In doing so, Washington Mutual is scrapping its original strategy of using the Washington Mutual name in the Northwest and the Great Western name in California and Florida. It announced that strategy earlier this year when it took over Great Western in a friendly merger.

Washington Mutual signs will probably go up in California starting next May, the company said. The company has 450 consumer banking branches in California, including 51 in the San Fernando Valley area.

Analyst Eric Withrow at SNL Securities doubted the name change would mean much to customers and said Washington Mutual enjoys a good reputation in the thrift industry.

``By unifying the name they strengthen their overall market presence,'' he said.

One issue that must still be resolved is what will happen to the name of the Great Western Forum, which is owned by California Sports Inc.

``At this point we're still in conversation with them, and I don't think a final decision has been made. The issue is still up in the air,'' said Washington Mutual spokeswoman Libby Hutchinson.

California Sports spokesman Bob Steiner said Great Western has contracted to put its name on the sports arena through at least 2003.