Northern Trust Co., Chicago, changed the names of Hazlehurst & Associates, RCB Trust Co. and Northern Investments to create a cohesive brand identity for all of the bank's corporate and institutional investment products.
Hazlehurst, the Atlanta employee benefits firm, has been renamed Northern Trust Retirement Consulting; RCB, a manager-of-managers firm based in Stamford, Conn., has become Northern Trust Global Advisors; and Northern Investments, the bank's in-house money manager, is now Northern Trust Global Investments.
The rebranding was a result of market research the bank did after it acquired Hazlehurst and RCB. The survey found Northern had an image as a top-flight master trustee, custodian and cash manager, but not much of an image as a global money manager, said Hank Hakewill, head of Northern's corporate and institutional services group. The survey also found the Northern Trust name was most memorable to the public and had a positive image, so Northern developed a strategy to put all of the corporate and institutional services units under its brand and gave them names describing their products.
"We're trying to make it easy for people to understand who we are, what we do and how we do it," said Mr. Hakewill. The name changes are effective in most markets but are still pending regulatory approval in some states.