Merrill Planning Broad Fund Rebranding for Spring

Let’s face it. While Merrill Lynch is tops in the biz for retail brokerage accounts, the firm hasn’t been able to get the kind of traction it would like when it comes to its funds. (Morningstar says that the firm “isn’t yet among the elite of the group” of U.S. stock-fund managers.) To try to address this problem, the firm will drop the Merrill name from its mutual funds as well as some other retail products to make it more attractive to third-party firms. Of course, as Geoff Bobroff, a mutual-fund consultant, points out, the name change won’t mean much without a pick-up in performance.
ML Rebrands Some Funds [Wall Street Journal]

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