Industry reacts as Standard Life Aberdeen reveals new global brand

clock • 2 min read

Standard Life Aberdeen is to to change its name to ‘Abrdn' across its worldwide businesses, it announced today (26 April). The new Abrdn name, pronounced "Aberdeen", will be part what it called "a modern, agile, digitally-enabled brand that will also be used for all the company's client-facing businesses globally". It said the new brand identity marks the next stage in the reshaping of the business and future-focused growth strategy. The Company is focused on three interrelated growth...

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