Fund manager
The rebranding process will begin in the summer with the aim of creating a “digitally-enabled brand” that will be used for all the company’s client-facing businesses globally.
The Abrdn brand, which the firm said is pronounced as “Aberdeen”, will be accompanied by a new visual identity.
The firm plans to implement a full stakeholder engagement plan to manage the transition.
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“It is a highly-differentiated brand that will create unity across the business, replacing five different brand names that have each been operating independently.
“Our new name reflects the clarity of focus that the leadership team are bringing to the business as we seek to deliver sustainable growth.”
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