Amsterdam's ABN Amro Holding has put a new nameplate on its global investment banking unit.

The world's 15th-largest banking company has replaced numerous brand names on the Asian, European, and North American continents with just one: ABN Amro.

"It's a subtle change," said John A. Wing, chairman and chief executive officer of the American section of the global investment division. "We're trying to get the message across in the United States and around the world that this is an integrated global investment banking firm, as well as, in the U.S., a domestic universal bank."

The rebranding was heralded in a color back page advertisement last week in The Wall Street Journal. The company called its moniker "our one and only name in global investment banking."

ABN Amro replaces regional brand names, including ABN Amro Chicago Corp., ABN Amro Hoare Govett, HG Asia, Massonaud Fontenay Kervern, Riada, CIMO, and Alfred Berg.

Mr. Wing joined $398 billion-asset ABN Amro a year ago when the Dutch company's U.S. securities subsidiary acquired Chicago Corp., of which he was chairman and chief executive.

Until last week, the securities subsidiary was known as ABN Amro Chicago Corp. Its new legal name is ABN Amro Inc. It continues to be based in Chicago, with a trading floor in New York.

With a staff of about 2,000 and a capital base of roughly $450 million, it's involved in underwriting, dealing and trading in debt and equities, brokering and clearing futures and options, equity research, and mergers and acquisitions advisory.

Only the Dutch company's asset management service for institutional and individual investors, ABN Amro Asset Management (USA) Inc., is held separately.

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