Standard Life Aberdeen will press the button on its contentious rebranding today, making “abrdn” its official name.
The historic financial institution will change its stock ticker to ABDN and embark on an advertising offensive to try to persuade the City and customers of the merits of its new brand.
Standard Life Aberdeen attracted criticism and ridicule when it unveiled plans in April to become abrdn in an effort to bring its business under one name and to boost its digital presence. At the time the company said it planned to start to rebrand from the summer. It told senior staff recently that the official switch would happen today. The change will include the corporate name, email addresses, buildings and website as well as the stock
