Newly merged stock exchanges search for a new name

The NYSE board

TEXT OF STORY

JEREMY HOBSON: After announcing plans to merge, the New York Stock Exchange and the German market now have a much trickier problem -- coming up with a name for the joint trading floor.

Our European Correspondent Stephen Beard joins us now live from London with more on this story. Hi, Stephen.

STEPHEN BEARD: Hello Jeremy.

HOBSON: Why has the name become such a big problem?

BEARD: There are national sensitivities here. After all, a German company company is taking over an iconic American institution. By rights it should be a German name. But perhaps a non-threatening, unnationalistic, culturally acceptable German name. One jokey suggestion I've seen so far was "Stock-toberfest." But economist Andrew Hilton thinks it should perhaps be a little more classical.

ANDREW HILTON: I'd suggest that you simply choose as the holding company name a name of a good German. Find a good German -- Bach, Beethoven, Mozart, Goethe -- something like that. Right it in capital letters. "Bach" would be very nice because it would be very short and call the exchange Bach.

HOBSON: Oh yeah -- Bach. That'll go over really well on Wall Street, Stephen.

BEARD: Indeed. And the senior Democrat Senator for New York has already said -- Charles Schumer this is -- has made it clear that New York has to be in the name. And it's got to be first. This is obviously going to be a major headache for the two companies. So they've turned to social media, like Facebook for help. They've thrown the search for a new name open to the social networks for brainstorming by their employees -- much cheaper than using a brand consultant.

HOBSON: Well let's see what ideas get written on their wall. Stephen Beard our Marketplace Europe correspondent. Stephen thanks so much.

BEARD: OK Jeremy.

About the author

Stephen Beard is the European bureau chief and provides daily coverage of Europe’s business and economic developments for the entire Marketplace portfolio.

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