Toronto - Manulife Investments announced today that it is integrating its brand strategy to more effectively leverage the Manulife name for its mutual fund product lineup.
As part of this brand integration strategy, the names of the Elliott & Page and MIX families of mutual funds will be retired. Manulife Simplicity Portfolios remain unchanged.
“To better align our brands, Manulife Mutual Funds, a subsidiary of Elliott & Page Limited, will leverage the Manulife name more consistently across our mutual fund product platform,” said Doug Conick, Vice President of Investment Funds for Manulife Investments. “Manulife enjoys an outstanding reputation, both here in Canada and around the globe, as a leader within the financial services industry. We believe that by bringing the Manulife name to the forefront within our fund families, both advisors and investors will more easily recognize and identify with the high-quality products that we offer.”
Elliott & Page Funds will change to Manulife Funds and MIX Funds will change to Manulife Corporate Class. This brand strategy simplifies our mutual fund brands and builds on Manulife’s very strong brand equity in Canada.
“The Elliott & Page brand enjoys a long history within Canada's mutual fund marketplace. While the decision to retire this brand has been a difficult one, we believe that bringing the Manulife name to the forefront will serve to improve awareness and recognition of our high-quality suite of mutual fund products,” added Mr. Conick.
“With the MIX family of corporate class funds, the decision to rebrand was easier due to its shorter tenure in the marketplace. Also, by rebranding MIX Funds to Manulife Corporate Class, it allows our business partners to clearly differentiate between the two families and the value added benefits that they provide.”
The transition is expected to take place on or about August 24, 2007. It is important to note that this rebranding strategy will in no way affect the mandates of the underlying investment funds. These changes will also have no impact on client service, advisor operations, existing policies or existing relationships with Manulife Mutual Funds’ sub-advisors.
About Manulife Investments
Manulife Investments is the brand name describing certain Canadian subsidiaries and operating divisions of Manulife Financial Corporation that offer personal wealth management products and services in Canada. As one of Canada's leading integrated financial services providers, Manulife Investments offers a variety of products and services including segregated funds, mutual funds, annuities and guaranteed investment contracts.
About Manulife Financial
Manulife Financial is a leading Canadian-based financial services group serving millions of customers in 19 countries and territories worldwide. Operating as Manulife Financial in Canada and Asia, and primarily through John Hancock in the United States, the Company offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Funds under management by Manulife Financial and its subsidiaries were Cdn$426 billion (US$370 billion) as at March 31, 2007.
Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ‘0945’ on the SEHK. Manulife Financial can be found on the Internet at www.manulife.com.
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