Have your say: Should the New Star brand disappear?

Henderson, the new owner of New Star Asset Management, has a problem: what should it call itself when the takeover is complete?

Although the 70-year-old Henderson has proved itself the better survivor in perilous market conditions, New Star is much better known among private investors.

This puts Henderson, which recently agreed to buy New Star after it ran into financial difficulty, into something of a quandary.

Normally the acquiring company would keep its own name and drop that of the business being bought. But it might make more sense to Henderson to keep the New Star brand going. It could, of course, choose the more radical path of adopting New Star as the new moniker for the enlarged group and ditching its own name altogether.

Such decisions, although rare, are not unknown. NTL, for example, bought Virgin mobile but changed the merged company's name to Virgin Media in recognition of the strong recognition and trust attached to Sir Richard Branson's brand.

Henderson is keeping an open mind. "We're not saying no to anything," said a spokesman. "We could keep one name or the other, or possibly both. We'd like to know what customers think and any feedback from Telegraph readers would be welcome."

So telegraph.co.uk is throwing the question over to you. What should Henderson call itself after the acquisition of New Star is complete: Henderson, New Star, Henderson-New Star, New Star-Henderson – or perhaps something else entirely?

Let us, and Henderson, know your thoughts by clicking on the link "Comment on this article" above. "We will definitely take these views into account," said the spokesman.