Consolidation in the U.S. economy, which has particularly affected financial services, has relegated brand names such as Chemical, Manufacturers Hanover, Boatmen's, Barnett, and perhaps now Salomon to the dustbin of history.

The decision on which name to adopt is often obvious-the buyer's-and gets little thought. The dropping of Chemical in favor of Chase Manhattan was an exception. Chemical Bank clearly had the controlling interest but chose the stronger brand.

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