Dolled up

31 January 2006 By Antony Currie Follow @AntonyMCurrie

Its assetmanagement arm is removing the Merrill name entirely. That should make its funds more palatable for third parties to sell. But CEO Stan O Neal has also been discussing hiving off the division. The name change could also be the precursor to a deal.

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Merrill Lynch Investment Managers announced on Monday that the firm will be rebranding all of its US mutual funds. From May they will be called Princeton Portfolio Research and Management. The change will affect over 100 open and closed end funds accounting for over $200bn of assets under management.

"This new brand is the linchpin of our efforts to make our industryleading products and services available to an even broader range of advisors and investors," said Robert Doll, president and chief investment officer of MLIM. "It represents an opportunity to focus thirdparty attention where it should be — on our ability to deliver consistent and strong performance over a long time horizon."

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