Morgan Stanley brokerage to drop 'Smith Barney' name?

According to a report this afternoon from Dow Jones, executives at Morgan Stanley are weighing a name change at the industry's largest retail brokerage operation. The report, which cited "people familiar with the situation", suggested that Morgan Stanley may drop the Smith Barney moniker from its brand name. Among the options reportedly being considered internally: Morgan Stanley Advisors, Morgan Stanley Global Wealth Advisors, and Morgan Stanley Global Wealth Management. Spokespeople for both Morgan Stanley and Citigroup did not offer Dow Jones specific comments on the likelihood that it will change the name of its retail brokerage, which has roughly 18,000 reps and advisers. Since Morgan Stanley and Citigroup agreed to merge their retail brokerages in the joint venture back in early 2009, a number of Smith Barney veteran advisers have departed the firm. (See, 'Smith Barney losing nearly 80 reps a week'.) Later that year, executives noted that attrition rates had stabilized and returned to 2006 levels. Read the full Dow Jones story here.