State Street rebrands its ETFs

State Street Global Advisors, the investment management arm of State Street Corp. of Boston, said today it is rebranding and consolidating its exchange-traded funds, or ETFs, under the umbrella brand of SPDRs.

"The move toward unified brand is designed to bring clarity to investors and further distinguish our ETFs," James Ross, senior managing director of State Street Global Advisors, in a statement.

To support rebranding, the firm said it is launching "a major advertising campaign," created around a new tagline, "Precise in a world that isn't."

The initiative will be implemented in several phases, said State Street, which added that stock ticker symbols for its ETFs will remain unchanged.

In addition, State Street Global Advisors said US assets under management in ETFs topped $100 billion for the first time, up from $75 billion in a year-over-year comparison.
(By Chris Reidy, Globe staff)