Standard Life Aberdeen to change name to Abrdn

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 - pronounced Aberdeen" - in a move that prompted immediate criticism of the asset manager's ill-thought out" rebranding.

The Edinburgh-based company, which dates back to 1825, said that the vowel-banishing change reflected a modern, agile, digitally-enabled brand". The new name, however, was not universally well received on Monday.