Financial advisers and commentators do not seem too impressed with the Standard Life Aberdeen (SLA) rebrand, with many suggesting the new name will only confuse investors.
On Monday (26 April) SLA revealed it is rebranding to Abrdn as part of efforts in "reshaping" the business and its growth strategy. The Abrdn brand, which the firm said is pronounced "Aberdeen", will be accompanied by a new "visual identity" from this summer and progress throughout 2021. The rebrand has been much-mocked on social media and even trended on Twitter in the UK on Monday morning. AJ Bell financial analyst Laith Khalaf said that while SLA needed to "sort out its branding", the new name could leave investors feeling dazed and confused. "Investors need simple fund names t...
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