Loring Ward International Ltd., which was spun-off from Assante Corp. last November, has decided to accelerate the rebranding of its U.S. subsidiaries.

CEO Marty Weinberg said a number of the company’s subsidiaries changed from the Assante name to the Loring Ward brand on February 1, 2004. Other subsidiaries may move away from the Assante name later this year.

Under the agreement that resulted in the sale of Assante Corp. and the creation of Loring Ward International Ltd., the company was entitled to keep using the Assante name in the U.S. market until November 2005. However, Loring Ward’s management team decided it would make sense to begin moving its subsidiaries to the new brand immediately.

“As we gear up our marketing program, we want to ensure that we are investing in a brand with lasting equity,” Weinberg explained. “We’ve received positive feedback on the Loring Ward brand and are eager to move forward with all of our plans quickly and decisively. ”

No changes have been made to the names of Loring Ward’s individual sports representation companies. The names of Assante Asset Management Inc. and Assante Capital Management Inc. also remain unchanged at this time.

Loring Ward ‘s established base of operations, primarily operating in California, New York and Winnipeg, includes wealth and life management advisory services, investment services and sports representation.