The firm said the brand would reinforce its German and European heritage while clearly reflecting its global growth ambitions across regions and client segments. As the global umbrella brand, this change will bring together the services, expertise and performance the group delivers worldwide.

“With Deutsche Asset Management, we launch a global identity that is home to a family of strong and well-established brands: DWS builds on a 70-year heritage of creating alpha in active portfolio management for our clients in the home market. By focusing DWS on its core proposition in Germany and core Europe, we will further strengthen its recognition and impact,” Stefan Hoops, CEO at DWS Group GmbH & Co KGaA, said.

“With Xtrackers, we have established a great stand-alone ETF and passive mandates brand in the market that will benefit from being part of the Deutsche Asset Management family. And with RREEF, we build on more than 50 years of real estate expertise in core markets,” he added.