Deutsche Bank will rename its products to simply “Deutsche” offerings, consolidating its various product monikers to develop a global brand identity.
The asset manager will replace the name of its U.S.-listed db X-trackers ETFs with Deutsche x-trackers in 2015; the DWS Invest and DWS Invest II fund suites will be replaced with Deutsche Invest I and Deutsche Invest II at the end of August; and U.S.-listed DWS and DWS RREEF mutual funds, DWS variable insurance portfolios and DWS closed-ended funds will be renamed to Deutsche on August 11, reports Attracta Mooney for Financial Times.
“The change will align product names with DeAWM’s global brand identity and help investors identify the firm’s funds,” Deutsche Asset & Wealth Management, a subsidiary of Deutsche Bank, said.
The company has decided to use the Deutsche appellation for its standard fund name since it better reflects the division’s overall brand.
Alexander Maresch, global marketing head for DeAWM, had to deal with almost 20 different brands when he took over back in 2012, and the planned changes are only part of his plan to simplify the company’s product description.
“It was very obvious to us from the beginning that we had to go for one brand. We needed one brand globally,” Maresch said in the article. “’Deutsche’ is a better starting point for a global powerhouse.”
The newly dubbed Deutsche x-trackers ETF arm will keep its distinct “x-trackers” name to show they are passive products, Maresch added.
Deutsche Asset & Wealth Management is the fifth largest global exchange traded product provider with $55.8 billion in assets under management with 308 offerings as of the end of June 2014.
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