The London Stock Exchange is looking for a new name for the business that will own the merged LSE and Borsa Italiana.

Although the London exchange will retain its own name, the new entity will reflect the two components of the company, the LSE announced.

The London Stock Exchange has undergone yet more changes in its make-up as a result of the frantic tussle between rival Gulf States, Qatar and Dubai.

Dubai currently holds 29 percent of LSE shares after buying up most of the Nasdaq stake. Qatar has 21 percent but seeks more.

The LSE board sees the Qataris as friendly invaders — with a seat at the top table — and plans to help Dohar in Qatar become a world-class financial centre.

Meanwhile, the partnership between Nasdaq and Dubai (which owns 20 percent of the American exchange, while Nasdaq has 30 percent of the Dubai International Financial Center) is close to gaining control of Swedish-based exchange group, OMX, also a target for the Qatar Investment Authority.