The bull is back. Bank of America (BAC) has apparently decided to bring back the iconic image of Merrill Lynch's famed Thundering Herd of brokers. Reuters reports that the bank will spend up to $20 million in the fourth quarter of 2009 to re-launch the bull logo. The new name of the unit within Bank of America is Merrill Lynch Global Wealth and Investment Management.

Sallie Krawcheck of Bank of America said that unit, along with U.S. Trust, represents the crown jewel of the bank. The bull logo was never formerly retired. It went on hiatus for a brief period when the merger was announced. In general, it will be interesting to see how Bank of America's marketing activity turns out. It has to fight the stigma that it might have taken on during the bonus scandals. A new CEO will be the perfect way to kick off a new era, but the branding has to somehow reflect that. 

For more:
- here's the Reuters article

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