Credit Suisse Considers Rebranding Investment Bank First Boston
- Firm said to float idea internally of reviving storied name
- Swiss lender in throes of deciding future of investment bank
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Credit Suisse Group AG is considering reviving the First Boston brand name as the Swiss lender seeks ways to boost the fortunes of its beleaguered investment bank, according to people familiar with the matter.
Executives recently floated the idea internally of bringing back the storied First Boston brand, which it retired about 17 years ago, said the people, who asked to not be identified because the matter isn’t public. Under one proposal, the Swiss lender would rename the US investment banking operations, one of them said.