DWS Group has announced that, effective early November 2026, it will introduce Deutsche Asset Management as its new global brand identity. This new brand identity is designed to support the firm’s role as the gateway to Europe for investors globally and reinforces its German and European heritage while clearly reflecting its global growth ambitions across regions and client segments. As the global umbrella brand, this change brings together the services, expertise and performance the group delivers worldwide.
The new brand identity will be home to the well-established and strong brands — DWS for the Active European Private Wealth business, Xtrackers for the global ETF and passive mandates business, RREEF for the U.S. real estate expertise — and aims specifically at international and institutional clients. Most existing product names and brands will remain unchanged.
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