Van Eck Global is to unite its businesses and investment offerings under a single brand: “VanEck”. As part of this broad effort, the well-known Market Vectors exchange-traded products will adopt the VanEck name and be known as VanEck Vectors ETFs.
The change supports VanEck’s growing global presence in markets ranging from China and Australia to the European Union and the US.
Starting 1 May, 2016, the new branding will start to be implemented across the firm’s business lines worldwide. The actual name changes of various businesses will occur in stages, with some assets retaining the existing brands for a longer period. VanEck expects that there will be no disruption to services rendered during the implementation.
The unified brand is designed to highlight VanEck’s unique role in the marketplace as represented by the firm’s positioning statement: Access the opportunities. This, in turn, reflects the firm’s mission since its founding in 1955 – adding value for investors and advisors by providing access to compelling market opportunities.
Chief Marketing Officer, Cari Cardaci led the development of the fully integrated campaign. “With our new branding, we want to emphasize that VanEck is continually exploring and offering innovative ways to create wealth,” says Cardaci. “A unified brand enhances the firm’s solid foundation, as we move forward with this goal.”
Addison, a leading creative agency based in New York, partnered with VanEck to develop the unified brand positioning and visual identity.