Deutsche Asset Management to use DWS as global umbrella brand

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.”