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Newark”s Prudential Financial (NYSE: PRU) Wednesday announced the launch of Dryden Wealth Management, a private wealth management firm aimed at tapping European and Asian markets.The company will offer international clients local and offshore investment management and advisory expertise, Prudential said, adding that Geneva’s Dryden Bank will provide the company”s clients with tailored private banking services. Dryden was most recently known as Prudential-Bache. The new Dryden name refers back to John F. Dryden, who founded The Prudential Insurance Co. of America in 1875, Prudential said. “In many ways, we are launching a new business, not merely changing our name,” Carol Robbins, CEO of Dryden, said in a press release.”The new structure of Dryden maintains the boutique-like, personalized qualities that our clients expect, delivered by local investment professionals. At the same time, we offer our clients the strength and resources of one of the largest asset managers in the world,” Robbins added.The venture represents a shift in Prudential”s strategy away from traditional U.S. retail stockbrokering activity towards private wealth management in its international offices.Prudential Financial is one of the largest U.S. life insurers and one of the top insurers worldwide. Its wealth-accumulation businesses include asset management, brokerage services, mutual funds and other investment products. Other lines include individual property & casualty insurance, credit cards, a national real estate brokerage franchise, relocation services and group life and disability.At the close of trading, Prudential shares were down $0.14 to $37.45.