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The goal of this work is to create a more connected ecosystem, build shared equity for BlackRock (including iShares), and define distinct personalities for each brand.

As demonstrative leaders in their respective categories, BlackRock and iShares must evolve to reflect their status to their core audiences.

As a BlackRock family of brands we strive to create a stronger, more cohesive network of brands that strengthen and support one another. As individual brands we aim to create distinction in their respective marketplaces.

The ecosystem brand in the BlackRock family that has an experise on ETFs.