Brand architecture is always an interesting debate – bit like the ongoing active and passive one.  So it was interesting to add my thoughts to the debate around keeping the iShares sub brand for Blackrock.

Sub-branding can have many benefits but needs careful management, particularly if there is a cross-over of audiences.  Ultimately there is no right or wrong approach as it will depend on the business strategy.

The key is to ensure that both entities are well supported with a considered and consistent strategy with ongoing investment and resourcing.

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