Asset manager says new name reflects ‘clarity of focus’ but critics point out pronunciation issues
Standard Life Aberdeen has announced it is changing its name to Abrdn, in an attempt to give the venerable UK asset manager a 21st-century makeover.
The Edinburgh-based company, which dates back to 1825, said that the change reflected a “modern, agile, digitally-enabled brand”. The name, however, which is pronounced “Aberdeen”, has not been well received.
