Rosy estimates by Westpac of the progress of its Bank of Melbourne brand need a second look, with the bank making little consistent progress if independent analysis by Roy Morgan Research is any guide.In mid-2011, Westpac dropped the St George brand in Victoria, opting to revive the name Bank of Melbourne (a brand acquired in 1997 and then abandoned in 2004).With the Australian Financial Review's back page columnist as its publicist, Westpac said last week that Bank of Melbourne "would have grown its mortgage book at three times the system in Victoria and grown its deposits at four times the system, [and] that in commercial lending BOM has grown its loans at three times the system growth."In addition, "the full-year results will show Bank of Melbourne grew its customer base in 2013 at a rate of 16 per cent with [the] bank adding about 1000 new customers each week," said the Financial Review column.Back in July, Banking Day, using Roy Morgan data, reported that the Bank of Melbourne brand had helped attracted a net increase of around 46,000 new customers to Westpac over the two previous years.However, the Roy Morgan data showed then that the number of customers who call Bank of Melbourne their main financial institution was smaller than the number who used to call St George their financial home.Roy Morgan Research has updated this data, which is drawn from its long-running household survey.It still shows that the number of customers who call the Bank of Melbourne their main financial institution is smaller than the number who used to call St George their MFI.This shows that the Westpac group increased its customer numbers for traditional banking products by 157,000 over the year to August 2013. This is a rise of 76,000 over the last three months.Bank of Melbourne reported 150,000 customers in August. This is a rise of only 5000 over three months.Bendigo Bank, by contrast, has added 17,000 customers over the three months.Interestingly, the Roy Morgan Research data shows fewer customers identified Bank of Melbourne as their main financial institution in August - only 58,000 did so, which is down from 82,000 in May - a trend hardly consistent with the AFR's "authorised version" of the story and its chirpy conclusion that the Bank of Melbourne launch is "worthy of inclusion in a book of success stories for Master of Business Administration students."