The financial services company formerly known as Aberdeen Standard Investments, which was part of Standard Life Aberdeen, changed its name to Abrdn primarily because it could not secure exclusive intellectual property rights for the name of an existing city.
Reasons Behind the Rebranding
The decision to adopt the distinctive, vowel-less "Abrdn" name was driven by strategic considerations related to brand ownership and control, moving away from a traditional geographical identifier.
- Intellectual Property Rights: A significant factor was the inability to effectively control the intellectual property rights associated with "Aberdeen," as it is the name of a prominent city. Using a common geographical name presented substantial challenges in establishing unique brand ownership and preventing others from using similar or identical names.
- Global Brand Ambition: By creating a unique, abstract name, the company aimed to build a global brand that was distinct and not tied to a specific geographical location, allowing for broader market recognition and legal protection across different jurisdictions worldwide.
- Modernization and Differentiation: The rebranding also served to modernize the company's image and differentiate it within the competitive financial services industry, signaling a forward-looking and innovative approach.
This strategic shift allowed the company to register and protect its new, distinctive brand name globally, ensuring full control over its identity in the marketplace without infringing on existing geographical designations.
