Key facts
- DWS Group adopted the Deutsche Asset Management brand, reviving a name retired in December 2017.
- Chief executive Stefan Hoops said the brand gives the firm a clearer and more recognisable global identity.
- The brand will sit above DWS, Xtrackers and RREEF, while fund names and specialist business brands remain unchanged.
- The parent company remains DWS Group GmbH & Co. KGaA and continues trading under the DWS ticker.
- DWS manages approximately €1 trillion in assets, per the report.
DWS Group has adopted the Deutsche Asset Management brand, reviving a name it retired in December 2017, according to a report by Financial Promoter. The brand became active in the week of the report and will be rolled out in phases until March 2027.
The brand will sit above the firm's existing investment franchises, including DWS, Xtrackers and RREEF, while fund names and specialist business brands remain unchanged. Chief executive Stefan Hoops said the move would give the firm a clearer and more recognisable global identity, particularly in Asia, the US, the Middle East and the UK.
"Deutsche Asset Management gives us a clear global umbrella, which frankly beats explaining ourselves in every meeting," Hoops said. He said active, alpha-seeking asset management remains the core of the firm, with DWS as the sub-brand for active investing and private wealth in Europe, Xtrackers for ETFs and RREEF for US real estate.
The parent company will remain DWS Group GmbH & Co. KGaA and continue trading under the DWS ticker. DWS manages approximately €1 trillion in assets and competes with global asset managers including BlackRock, Amundi, UBS Asset Management and Legal & General Investment Management. The rebrand follows the firm's promotion to Germany's MDAX index in 2025 and the completion of the strategic cycle launched at its 2022 Capital Markets Day.
The primary report also says the German lender is rolling out training on the technology to the more than 20,000 employees in its wealth arm. The additional block does not describe that training or name the technology.