Credit Suisse considers rebranding First Boston

New image: A man walks next to a branch of Credit Suisse in Bern, Switzerland. The Swiss lender is looking at renaming its US investment banking operations. — AFP

NEW YORK: Credit Suisse Group AG is considering reviving the First Boston brand name as the Swiss lender seeks ways to boost the fortunes of its beleaguered investment bank, according to people familiar with the matter.

Executives recently floated the idea internally of bringing back the storied First Boston brand, which it retired about 17 years ago, said the people, who asked to not be identified because the matter isn’t public.