NYSE Euronext and Deutsche Börse face a tortuous journey on the road to integration over the next few months, with resolution still needed over key issues around technology, staffing and regulatory approval. But the biggest headache might come from an unlikely source - deciding a new name.

The first question Duncan Niederauer, the chief executive of NYSE Euronext who is set to take on a similar role with the new group, received at a press conference yesterday was how the new entity would be branded.