George Mathieson sustained fatal injuries during a "disturbance" involving three or four men.
The 22-year-old, from Cambuslang, was attacked in the town's Howieshill Road at 1:30pm yesterday. Police are looking for a white male aged 18-20 with fair hair in connection with the attack.
Detective Inspector Alan Bankier, of Strathclyde Police, said: "Mr Mathieson was attacked in broad daylight, in a residential area of Cambuslang, therefore I'm sure that someone must have witnessed the incident. "Perhaps someone who was at the local shops or someone looking out of their window from flats nearby may have witnessed the disturbance taking place."