For a bank whose rebrandings have displayed marginally more permanence than ice sculptures, it will nevertheless surprise our readers that UBS Warburg has unveiled another rebranding.
UBS Warburg is to drop the Warburg name and become plain and boring UBS.
Many will wonder why the bank is choosing to change the name now. Everyone has got used to it and the firm has seen success in many fields, and has done especially well in Asia over the past 18 months.
The Warburg name is a legacy of SG Warburg, that once-great firm that helped create the eurobond markets. This in turn was bought by SBC and became SBC Warburg - before then becoming Warburg...