BNY Mellon Investment Management, one of the world’s largest investment management firms with US$1.8 trillion in assets under management, has announced that it is creating one simplified and consistent brand strategy in the UK for intermediary and retail investors.
From 10 June 2019, BNY Mellon Investment Management’s UK-domiciled fund range will take on the lead brand of BNY Mellon, followed by the strategy name. The new fund names will make the BNY Mellon brand more visible and accessible to UK intermediary and retail clients.
These changes bring the naming of funds in the UK into alignment with names used across Europe, the U.S. and Asia Pacific, and follow the recent announcement that the firm’s U.S. retail business and fund range, known as Dreyfus, will also be rebranded in June. There will be no changes to the way the funds are managed.
BNY Mellon’s eight investment managers will continue with individual brands to reflect their direct relationships with institutional investors, while the BNY Mellon brand will become more prominent for global intermediary and retail investors.
Mitchell Harris, chief executive officer at BNY Mellon Investment Management, comments: “These changes form part of a significant global brand initiative for our investment management business that will help further align our brand to our business strategy.
In intermediary and retail, having a strong and recognisable brand is increasingly important and we want to make it as easy as possible for clients to identify and access our full suite of investment solutions. The rebranding of the UK fund range, along with the changes we have made around the world, is a significant milestone in supporting our next phase of growth.”
Anne-Marie McConnon, chief marketing officer at BNY Mellon Investment Management, adds: “A clearly articulated and activated brand should support business strategy and provide clarity to selecting what matters – from the new products you develop to the experience and support you provide to clients. This initial phase will help lay the right foundation to create an even stronger global brand for BNY Mellon Investment Management.”