• Prudential Fund Management Berhad is now known as Eastspring Investment Berhad
• This is just a rebranding exercise and does not have any impact on the corporate structure
• The new brand would better differentiate the asset management business and products from Prudential group's other businesses and products

With effect from 16 February 2012, Prudential Fund Management Berhad is known as Eastspring Investment Berhad. This change of name is not only confined to Malaysia and affects Prudential group's asset management business which is headquartered in Asia. This name-change is purely a rebranding exercise that the fund house says will enable them to penetrate global markets more effectively. In this article, we take a look at some of the questions that investors might be wondering about.

1. "Is this a break from Prudential?"

   Absolutely not. The investment management business remains very much part of Prudential group's core business and the corporate structure remains unchanged. Only the names of the asset management business have changed.



2. "Will there be any impact on the life insurance business?"

   No, the life insurance business will continue to operate as before, with no changes whatsoever.



3. "Will the fund names change?"

   Yes. Approval has been given by the Securities Commission of Malaysia to change the names of all the funds managed by Eastspring Investment Berhad. All the funds which had the prefix “PRU” will now carry the prefix “Eastspring Investments”, e.g. PRUdana al-Ilham is now renamed to Eastspring Investments Dana al-Ilham.

   
   
4. "Who came up with the new name?

   Eastspring says that a globally recognised branding agency was consulted, namely The Brand Union, who has worked with the likes of Pernod Ricard (makers of alcoholic beverages such as Absolut Vodka), Japanese luxury car manufacturer Lexus, the world's largest asset manager BlackRock, Inc. and telecommunications company Motorola Mobility Holdings, Inc. just to name a few.



5. "How will distributors and financial advisers be affected?

   The new brand would give the asset management business and products a distinctive identity that will make it easier to market and communicate to retail investors.