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Tuesday, March 20, 2001

Deutsche Über Alles

Reported by Tamiko Toland

Deutsche Asset Management is gearing up to bring its brand to the forefront. As part of that effort, the firm is planning a branding campaign highlighting its newly consolidated brand. Furthermore, Deutsche is launching two batches of sector funds on either end of the brand merger.

"This in a way is the second phase of this," said Ross Youngman, managing director and head of mutual funds for Deutsche Asset Management-Americas. "We will definitely be under one consolidated brand, so that means we can focus our marketing efforts around that one brand."

In March, New York-based Deutsche will break out three sector funds, the Global Financial Services, Global Biotech, and Global Technology Funds. In June, the firm will launch two additional funds, the Global Health Services and Global Energy Funds.

What other areas is the firm turning its eye to?

"The other area that's been very in vogue is absolute return strategies. It's definitely also an area that's gaining a lot of attention at the moment," said Youngman. "We're always looking at ways of minimizing the tax effect."

On May 7, all Deutsche funds will share the same appellation, so the firm is looking to advance its new consolidated brand name and image.

"The communication and advertising will be focused aruond the one brand," said Youngman. "We will be increasing our efforts in that regard now that we've consolidated."

The campaign will focus on print ads and other printed materials which will be sent to intermediaries.

"We're really looking to focus on the intermediary, but there will be a mix of advertising that seeks to achieve our goals but also blends in with the overall corporate advertising of Deutsche Bank," said Youngman. 

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