A New York City-based asset manager is unifying its brand globally, and that includes dropping a standalone brand for its ETF business.
| Catherine "Cari" Cardaci|
Van Eck Global
Chief Marketing Officer
, chief marketing officer of Van Eck Global
that its businesses will all use the VanEck
] brand, and that the Market Vectors
ETF line will become the VanEck Vectors
ETF line. The change will happen in stages and is slated to start on May 1.
, an agency also based in New York, worked with VanEck on the brand consolidation.
The 61-year-old firm now has about $24.7 billion in AUM, and its Market Vectors ETF business dates back to 2006. VanEck's tagline is "Access the opportunities."
"We really wanted to be focused and unique and a little bit more simple," Cardaci tells MFWire
. "We knew that the Market Vectors brand has a lot of value. We wanted to keep that value and build on that value."
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