Van Eck's Branding Trajectory Shifts
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Wednesday, March 23, 2016

Van Eck's Branding Trajectory Shifts

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
Cari Cardaci, chief marketing officer of Van Eck Global, confirms that its businesses will all use the VanEck [profile] 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.

Addison, 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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