Deutsche Asset Management announced it will introduce DWS as its new global brand.
In addition to the new brand name DWS, the business will have a new logo.
The rebranding of all legal entities and product lines will be completed in 2018. The firm will keep its well-established ETF product label Xtrackers and real estate name RREEF on a product level, linked to the new global brand.
“Our new global brand DWS draws on our roots in the German market, going back over 60 years, and a name that is distinct in our industry globally,” said Nicolas Moreau, head of Deutsche AM. “It stands for stability, a strong track record and for a values we have continuously lived up to: excellence, entrepreneurship, sustainability and integrity. Values that will remain central to our future success.”
