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What's in a name? For Pramerica, it was quite a lot. Better known in its native US, South Korea and Japan as Prudential Investment Management, in Europe the company was called Pramerica to avoid confusion with the UK insurer.
But this convenient agreement always had the downside of potentially confusing the firm's international investors, which are spread across 28 countries.
So, with an increasingly global client base, the parent company changed its name to PGIM in January, and the property arm rebranded last week as PGIM Real Estate.
The rebranding cements moves led by Eric Adler, chief executive of PGIM Real Estate, to create a more homogenous business with a unified global approach to strategy.
Adler explains that creating this common culture was important as the company's investor base was becoming more global in its outlook.
"If you look at our European...