The chief of an $82.1-billion-AUM, 66-year-old fund firm (as of July 31) is preparing to streamline its fund branding.

Jan van Eck VanEck CEO

Yesterday, Jan van Eck, CEO of VanEck [profile], confirmed that the New York City-based asset manager will drop its Vectors branding from most of its U.S.-listed ETFs and from its ETF trust. The change is scheduled for September 1.

"Bringing our strategies under a single VanEck brand reflects how each one is a culmination of the collective experience and perspectives of our global team," van Eck states.

VanEck's ETF branding update comes 15 years after the firm entered the ETF business using the "Market Vectors" brand and five years after they switched that to "VanEck Vectors" amid a broader branding update at the firm. 

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