BlackRock Announces Branding Change

The issuer is splitting its ETFs between the iShares and BlackRock brand names.

Reviewed by: Heather Bell
Edited by: Heather Bell

Today, BlackRock revealed plans to differentiate between its actively managed and index-based ETFs. The issuer’s actively managed ETFs will now carry the BlackRock brand, while index-tracking ETFs will continue to bear the iShares brand name.

As a result of this change in policy, three funds in the iShares lineup have undergone name changes.

The iShares Ultra Short-Term Bond ETF (ICSH), iShares Short Maturity Municipal Bond ETF (MEAR) and iShares Short Maturity Bond ETF (NEAR) have been renamed the BlackRock Ultra Short-Term Bond ETF, BlackRock Short Maturity Municipal Bond ETF and BlackRock Short Maturity Bond ETF, respectively. The tickers will remain the same.

“With more than 900 ETPs globally, differentiating our alpha-seeking and index-based offerings with clearly delineated branding is an important step in delivering transparency to our clients. We are committed to launching new active strategies when we believe the exposures will add value for clients and have clear alpha potential,” said Armando Senra, the head of iShares Americas at BlackRock.

With these changes, there are now seven actively managed ETFs being marketed under the BlackRock brand name.

Contact Heather Bell at [email protected]

Heather Bell is a former managing editor of She has also held editorial positions at Dow Jones Indexes and Lehman Brothers. Bell is a graduate of Dartmouth college and resides in the Denver area with her two dogs.