DWS Group will introduce Deutsche Asset Management as its new global brand identity, effective early November 2026.
The change is meant to underline its positioning for investors using Europe as an entry point, while keeping an emphasis on its German and wider European roots and its plans to expand across regions and client categories.
The Deutsche Asset Management umbrella brand will house three core product lines: DWS for active European private wealth, Xtrackers for global ETFs and passives, as well as RREEF for US real estate.
From this November, products will also carry the endorsement "by Deutsche Asset Management //" to link the product brands more clearly to the wider platform.
The Deutsche Asset Management name will be used directly for institutional clients and for private market services.