The choice of a name can be a sticking point for bankers in high-level merger negotiations. Not so for Norwest Corp. chairman Richard Kovacevich, who came easily to the decision to embrace the Wells Fargo moniker.

"There were problems with a directional name like Norwest," Mr. Kovacevich said Monday when he announced his company's $34 billion merger deal with Wells. "There couldn't be a better brand to describe what this company is."

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