KB Asset Management Unveils New ETF Brand 'RISE' BI

Intuitive Expression of 'Rising Investment'
Unified Change from 'KBSTAR' to 'RISE' on the 17th

KB Asset Management announced on the 2nd that it will unveil the brand identity (BI) following the launch of its new exchange-traded fund (ETF) brand, ‘RISE’.

On the 28th of last month, KB Asset Management changed its ETF brand name to ‘RISE’ and declared the beginning of a new era for its ETF business. The slogan of ‘RISE’ is ‘Rise Tomorrow,’ reflecting the ambition to help individual investors achieve healthier pension investments.

The newly revealed BI of ‘RISE’ intuitively expresses ‘rising investment’ with hope for the future. It represents KB Asset Management’s commitment and determination to pursue healthy and steady investments, like the rising sun.

Since the appointment of CEO Kim Young-sung earlier this year, KB Asset Management has been preparing to renew its ETF business through a major organizational restructuring. After seven months of brand consulting, the company decided to change its ETF brand name for the first time in eight years, aiming for a fresh and positive image.

The brand change goes beyond simply renaming; it signifies a comprehensive shift in KB Asset Management’s ETF business direction and brand strategy. KB Asset Management entered the ETF market in 2008 under the brand ‘KSTAR.’ In 2016, it rebranded to ‘KBSTAR’ to reflect the image of KB Financial Group.

The 109 ETFs listed by KB Asset Management will uniformly change their brand name from ‘KBSTAR’ to ‘RISE’ starting from the 17th of this month. For example, one of the flagship products, the ‘KBSTAR Money Market Active’ ETF, will be renamed the ‘RISE Money Market Active’ ETF.

Kim Chan-young, Head of the ETF Business Division at KB Asset Management, emphasized, “The newly unveiled BI visually embodies a gradually rising shape, intuitively expressing the ‘rise’ and ‘growth’ of customers’ assets. Through this brand renewal, we will redefine KB Asset Management’s clear ETF direction and lead the industry with healthy investments.”