DWS Group Tone of Voice — German & Xtrackers

Tagline: "A New Name to Some, a Trusted Partner to Many"

Industry: Asset Management

Sector: Finance

How DWS Group Communicates

DWS Group ties asset management to trusted German investing. "A New Name to Some, a Trusted Partner to Many" frames the firm — Deutsche Bank’s investment arm — around long-standing expertise under a newer brand — German, trusted, sustainable. The voice is german-asset-manager and steady, selling reliability with a fresh identity, positioning DWS around its funds and Xtrackers ETFs, offering the reassurance of a deeply-experienced German investment house even to those just learning its name.

Tone Words

DWS Group's brand voice is defined by the following tone words: German, Xtrackers, Sustainable.

Communication Style

Language Style: German-asset-manager
Sentence Type: Statement
Tense: Present
Expression: Straightforward

DWS Group Brand Story

Deutsche Bank asset management arm. AUM $900B+. Owns Xtrackers ETF brand. Strong ESG focus. Publicly traded, majority owned by Deutsche Bank.

Brand Message

German investment expertise

Brand Mission

Enable clients to achieve their financial objectives

Brand Positioning

Core Concept: German asset management

Central Tension: Active vs. Passive

About DWS Group

DWS Group GmbH & Co. KGaA (formerly Deutsche Asset Management), commonly known as DWS, is a German asset management company. It previously operated as part of Deutsche Bank until 2018 where it became a separate entity through an initial public offering on the Frankfurt Stock Exchange. It is currently headquartered in Frankfurt, Germany and is a constituent member of the MDAX index. DWS has been fined for failing to develop a mutual fund anti–money laundering program and making wrongful statements about its sustainable investing.

Frequently Asked Questions About DWS Group

What is DWS Group's tone of voice?

DWS Group uses a german, xtrackers, sustainable tone of voice. Their communication is german-asset-manager, typically using statement-style sentences in the present tense. Their tagline "A New Name to Some, a Trusted Partner to Many" exemplifies this voice.

How does DWS Group communicate with customers?

Deutsche Bank asset management arm. AUM $900B+. Owns Xtrackers ETF brand. Strong ESG focus. Publicly traded, majority owned by Deutsche Bank.

What is DWS Group's brand message?

DWS Group's core message: German investment expertise Their mission: Enable clients to achieve their financial objectives

What is DWS Group's slogan?

DWS Group's slogan is "A New Name to Some, a Trusted Partner to Many". It carries their german, xtrackers, sustainable voice.

What is DWS Group's mission?

DWS Group's mission: Enable clients to achieve their financial objectives

What makes DWS Group's brand voice unique?

DWS Group stands out through their german, xtrackers, sustainable communication style. Their central brand tension, "Active vs. Passive", shapes how they communicate across the Finance sector.

What language style does DWS Group use?

DWS Group uses german-asset-manager language, with straightforward messaging, in statement-style sentences, using the present tense.