BofA to begin promoting Merrill Lynch brand

10/6/2009 | Wall Street Journal, The

Bank of America plans to spend $20 million for promotion to relaunch the Merrill Lynch brand in the fourth quarter. The Merrill logo of "the bull is back," said BofA Global Wealth & Investment Management President Sallie Krawcheck. "We recognize that the bull is a sense of pride for the financial advisers, and this is just as much about motivating them as it is the consumers," said Karen Kaplan, president of Hill Holiday, which is partnering with BofA on the campaign.

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