Manulife has brought together its institutional, retail and retirement wealth and asset management operations across the globe under a common brand.

These businesses will now operate under the Manulife Investment Management name.

The aim is to offer a more consistent experience for customers and intermediaries.

The firm believes that the rebranding will enable it to “extend its strengths deeper into existing channels and markets and strategically position products and solutions to both current and future investors”.

Manulife’s retirement and retail businesses will adopt the new brand for its worldwide operations.

However, both the businesses will retain the John Hancock brand in the US.

The new brand will also replace global legacy brands in Manulife’s institutional business.

These legacy brands are Manulife Asset Management and John Hancock Asset Management.

Same is the case with private markets operations, which will trade under the new brand.

This excludes Hancock Natural Resource Group, which will become more closely affiliated with the new brand.

Manulife president and CEO of Global Wealth & Asset Management Paul Lorentz said: “Manulife Investment Management brings the absolute best of Manulife and John Hancock’s wealth and asset management offerings to our customers through a strong, unified, structure and global brand.

“Our value proposition is dependent on our commitment to our customers’ success and on our investment and wealth management expertise across both public and private asset classes, coupled with a global model that can be delivered regionally.”