Schroders has opted to keep the Cazenove brand for its combined wealth management business.
The firm's UK wealth management business will take on the Cazenove Capital brand, which means Schroders Private Banking will be consigned to history.
It marks a shift from the strategy employed with the integration of the two fund management businesses, which saw Cazenove's funds rebranded Schroders.
'We have decided to continue to develop our private client business under the trading name of Cazenove Capital Management as part of the Schroder group.'
Addressing a conference of the firm's private clients, he said: 'I don’t need to tell people in this room or indeed the Schroders' boardroom about the strength of the Cazenove name and indeed we have got two brand names. The way we are now using them together I hope demonstrates what uniting the two businesses means for clients.
'First of all you have got stability, financial strength and global investment resource of the Schroder group, but by giving the private client and charity business a different name in that group I hope it emphasises the emphasis we place on independence, exclusivity and a highly tailored service.'
Ross believes that the combined group's core four services of portfolio management, financial planning, banking and treasury services delivered in an integrated way differentiates the group from competitors.