Name change to signal a sustainable and digital profile for old Asia hand
abrdn to capitalise on old emphasis on corporate governance, seek higher profile as to its sustainability offerings, digital capabilities.
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ABERDEEN Standard Investments is rolling out a new brand in Asia-Pacific, months after a similar roll-out in its UK home market was met with scorn.
Still, Rene Buehlmann, Asia-Pacific chief executive, is hopeful that the new brand - abrdn - will signal a fresh and far more digital and innovative phase in the firm's growth to date. The name change takes effect on 27 Sept.
Mr Buehlmann, a 29-year UBS veteran, was former head of UBS Asset Management Asia-Pacific. He joined abrdn in March.
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