Starting in May, Merrill Lynch will market its mutual funds under the name Princeton Portfolio Research & Management. The company hopes the name change will appeal more to third party advisers, who were turned off by selling products named after their competitor.

Merrill also hopes it might invoke the prestige of the Ivy League university after which the funds are named. Merrill's asset management unit has also been based in Princeton, N.J., for more than 20 years.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.