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 had hoped it might invoke the prestige of the Ivy League university, but has since retracted that statement. Merrill's asset management unit has been based in Princeton, N.J., for more than 20 years.

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