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Barclays' New Identity

March 23, 2012
[ by Melanie Gretchen ] Barclays Plc unloaded 'capital' - from its name, at least.  Or more specifically, from the name of its investment banking division.  Going forward, this unit of the London-based bank no longer will include the word 'capital' in its name.  The move was made to unite all of Barclays' divisions under a single one brand.  Thus, "Barclays Capital" and "Barclays Wealth" each will be called "Barclays." One "Barclays." Down to the e-mail addresses of the investment banking professionals will use Barclays.com, rather than barclayscapital.com.  The change has been in the works for some time.  "This rebranding, dropping the "capital," is a logical evolution," according to Jerry del Missier, co-CEO of the firm's corporate and investment banking.  The development follows the selling of all but the debt-trading operation of its predecessor, BZW, in 1997. You can be certain that it took a lot of capital to come up the this branding identify - marketing experts don't come cheap. For further details, go to [Dealbook, 3/20/12].