DWS Group, the asset management arm of Deutsche Bank, is considering a name change to Deutsche Asset Management to better reflect its relationship with its majority shareholder. The company has filed for the 'Deutsche Asset' trademark.
The rebrand aims to strengthen the identity and perceived connection between DWS Group and its parent company, Deutsche Bank, potentially impacting investor perception and market positioning.
DWS Group, the asset management arm of Deutsche Bank, is planning a rebrand to Deutsche Asset Management. This move is intended to more closely align the company's identity with its majority shareholder, Deutsche Bank, which holds a 79.49% stake. DWS was previously known as Deutsche Asset Management before it was spun off and rebranded in 2018 through an initial public offering on the Frankfurt Stock Exchange. The company, headquartered in Frankfurt, Germany, is a constituent member of the MDAX index. Historically, DWS was founded in 1956 and operated as part of Deutsche Bank. It was fully integrated into Deutsche Bank's Asset & Wealth Management division in 2012, with the DWS brand retained for the German retail business. In 2015, the division was split into Deutsche Asset Management and Deutsche Bank Wealth Management, before Deutsche Asset Management was rebranded to DWS in 2017. Despite becoming a separate entity, Deutsche Bank has maintained a significant majority ownership.
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