What's in a name? Obstacles to distribution, according to a KeyCorp spokesperson. The firm will begin a rebranding campaign through the print channel on May 1, consolidating its different brand names around the Victory label.

"It makes a lot more sense to have one name in front of people than five," said a KeyCorp spokesperson. "And mutual funds are a lot more brand-conscious than the institutional business."

Three reasons convinced executives to leave the "Key" out:

• The house name on fund products implied a junior-grade quality, according to brokers at McDonald Investments, the regional brokerage within the Key franchise.
• The Key name on products and services worked against distribution in external channels.
• KeyCorp already had an established brand name in banking.

Institutional products will also be branded as Victory products to build consistency in brand equity. Functioning as a new coat of paint, the rebranding effort will not affect the firm's wholesalers nor its distribution structure.

KeyCorp has approximately $75 billion under manage or advisement, with approximately one third in its bank trust operation, one third in the mutual funds, and one third in its institutional and pension fund management business. 

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