Bank of America, which has had a tough PR year amid the financial crisis, is unloading its chief albatross at the end of the year. But the TARP-floating bank this week said it will try to breathe life into the source of much of its agita -- Merrill Lynch.

The Charlotte banking giant plans to spend $20M in the fourth quarter to buoy the Merrill brand.

The repackaging comes complete with a new name -- Merrill Lynch Wealth Management -- added staff and the redeployment of Merrill's famous bull logo, which was nixed amid the acquisition.

At a press conference in New York on Monday, wealth management division president Sallie Krawcheck said, "It feels like the momentum is turning."

The Merrill acquisition is the source of the image battering BoA and its chief have taken over the past year. A few giant financial brands have died since the crisis began last year -- Lehman Brothers, Bear Stearns, Washington Mutual -- so it's a risk to try to pump up such a roughed up icon.

We'll see if BoA can reach back in order to move forward.