Van Eck Global is to unite its businesses and investment offerings under a single brand: “VanEck”. As part of this broad effort, the Market Vectors exchange-traded products will adopt the VanEck name and be known as VanEck Vectors ETFs.

Van Eck Global has announced an initiative to unite its offerings under a single brand: “VanEck”. As part of this effort, the well-known Market Vectors ETFs 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 Europe and the US.

Commencing May 1, 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.

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,” said Cardaci. “A unified brand enhances the firm’s solid foundation, as we move forward with this goal.”

As of January 31, 2016, VanEck managed approximately $24.7 billion in assets, including mutual funds, ETFs and institutional accounts.