Qantas Credit Union is the latest mutual to adopt the mutual bank designation and plans to trade as Qudos Bank.QCU chief executive Scott King has written to members, saying the credit union brand is holding the institution back.King said: "In 2012 we removed the word 'staff' from our trading name to make clearer that membership didn't require employment with Qantas Airways."A few years on research reveals that 90 per cent of people still think they can't bank with us, slowing growth and our ability to invest in new products and offerings to make banking easier."In a revealing admission about the state of the credit union brand, King said the use of "credit union" in QCU's name was an impediment.QCU has a loan book of a little over A$2 billion.The group's research found that financial institutions with "bank" or "banking" in their name ranked more favourably than "credit union" on a range of sentiments, including "meets my banking needs", "provides a good deal", is "safe and secure", and "competitively priced products".As to the proposed name, King said: "Qudos is a twist on 'kudos', meaning praise, reward and recognition, which we felt was a great reflection of our mutual culture and how we can continue to differentiate ourselves from the major banks."Members will be asked to vote on the change at QCU's annual general meeting. It would then need regulatory approval. The organisation will remain a mutual.