[Edaily Marketin Reporter KIM SUNG-SOO ] DWS Asset Management, in which German financial group Deutsche Bank holds an 80% stake, is dropping the “DWS” brand after eight years and reverting to “Deutsche Asset Management.” This move to revert to the previous brand name comes as the company shifts its business strategy following a global management reshuffle.

According to the asset management industry on the 8th, DWS Asset Management will change its name back to “Deutsche Asset Management.” The global brand change will be implemented in phases starting in early November of this year, and the legal name change for the Korean subsidiary is expected to be completed in the first half of next year. Previously, Deutsche Asset Management had reorganized its global operations under the DWS brand in 2018.

As of the end of June, the DWS Group is a global asset manager with 1.19 trillion euros in assets under management (AUM). Approximately 5,000 employees worldwide, with expertise in active, passive, and alternative asset management, provide customized solutions to clients.

DWS has grown into an independent global asset management brand within its relationship with Deutsche Bank. However, with this name change, the company’s strategy is to once again utilize the “Deutsche” name in the domestic market to leverage brand recognition as a competitive advantage in sales.

It is reported that this decision was influenced by a shift in management direction following a global leadership transition. In particular, the company determined that re-emphasizing the “Deutsche” brand—which enjoys high recognition in global markets—would be more advantageous from a sales and client management perspective.

Under the new brand structure, some existing brands will be retained. DWS will continue to represent the European active and private wealth businesses; Xtrackers will represent the global ETF and passive management businesses; and RREEF will continue to represent expertise in U.S. real estate investment. The Deutsche Asset Management brand will be used for businesses targeting institutional investors and private market services.

A financial investment industry official stated, “This move goes beyond a simple name change; it signals a shift in global management strategy,” adding, “Following the replacement of the global management team, changes in brand strategy have emerged, shifting the focus toward utilizing a familiar name associated with Deutsche Bank rather than the previously established DWS brand.”