“Brand value” is often a significant component of “intangibles” which usually account for the bulk of a wealth or asset management firm’s assets.

So, what should one make of media reports that Crispin Odey, one of the UK’s best-known investment managers, is in the process of rebranding Odey Asset Management (OAM)?

According to these reports, Mr Odey is in the process of creating a new legal entity called Brook Asset Management which will oversee the investment funds and mandates currently overseen by OAM.

Many, if not all of the funds that currently carry the Odey moniker, will be renamed according...