While Deutsche Börse and NYSE Euronext have ummed and ahhed over what to call their mega-exchange, Nasdaq OMX Group has snuck in with both a bigger bid - and a name.

Along with its $11.3bn bid for NYSE on Friday came the proposal that the merged exchanges should be called Nasdaq NYSE Euronext Group. The name hardly rolls off the tongue and jettisons the Swedish-Finnish OMX. So just how effective will it be?