Invesco has announced it will be dropping subsidiary brand names Perpetual and PowerShares as it unifies the business under one global brand.
The group said there will be no changes to investment philosophies or processes but subsidiary brands PowerShares, Perpetual and Trimark will be phased out over time, at a pace that makes sense for each arm.
However, the goal is to complete most of this work in 2018.
Marty Flanagan, President and CEO of Invesco, said: "Invesco is a well-recognized brand in many of the markets in which we operate.
"Moving to a unified brand globally strengthens our ability to market our comprehensive range of capabilities more effectively and contributes to a consistent client experience across multiple markets."
"Although we are moving to a unified brand, we will preserve the time tested and distinctive investment perspectives, processes and approaches of our many investment teams across the globe.
"In the case of PowerShares, we will build on its reputation as an innovative pioneer in factor and smart beta. In the case of Perpetual, we will focus on preserving its reputation for a distinctive investment management philosophy and approach which has helped clients achieve their investment objectives for many years."
The group was founded by Sir Martyn Arbib as Perpetual and in 2000 the company became a member of the AMVESCAP Group, and was subsequently renamed Invesco in 2008.
It adopted Invesco PowerShares as its brand for its ETF business following the acquisition of PowerShares in 2006.
Andrew Schlossberg, senior managing director and head of EMEA for Invesco, added: "Although we are moving away from the Perpetual name, we are very focused on preserving the strong heritage associated with the brand.
"Today's confirmation does not signal any change to the Henley investment philosophy, process or team autonomy. The investment team in Henley will continue to manage money on behalf of clients and make decisions in the same way it has been doing for years."
Dan Draper, global head of ETFs at the firm, said: "With its acquisition of Source and its planned acquisition of Guggenheim Investments' ETF business, Invesco has demonstrated serious commitment to expanding our highly-diversified suite of ETFs.
"As we focus to providing meaningful solutions to help clients achieve their investment objectives, we will transition PowerShares to the Invesco brand, which encompasses our full range of active, passive and alternative capabilities.
"What we won't move away from is our legacy as one of the pioneers in factors and smart beta, where we have demonstrated leadership and remain committed to further strengthening our position by providing innovative capabilities that meet client needs."
Rob Mikalachki, CIO of Trimark, added: "When our clients choose to invest with us, they are choosing us because they believe in our investment discipline.
"We're proud of the Trimark history, and we'll honour that history by adhering to our time-tested approach to investing under the Invesco name."
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