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UK asset manager Abrdn has rebranded itself as Aberdeen, in a move it said would end “distractions”.
The asset manager changed its name to Abrdn in 2021 in a step the fund manager insisted at the time would create “a highly differentiated brand” after several difficult years.
But on Tuesday, the company said it would ditch the name Abrdn, describing the move as “a pragmatic decision marking a new phase for the organisation, as we focus on delivering for our customers, people and shareholders”.
This is a developing story
