AllianceBernstein, a global investment management firm with $474 billion in assets under management, has rolled out a new brand initiative, - "Ahead of Tomorrow" - and unveiled its new identity as AB.

AllianceBernstein, a global investment management firm with $474 billion in assets under management, has rolled out a new brand initiative - "Ahead of Tomorrow" - and unveiled its new identity as AB.

“This brand refresh is the next natural step in an evolution of the firm that began in early 2009 with the launch of a long-term strategy focused on delivering for clients through persistent investment performance, a more diverse and global business, innovative new offerings and stronger financials,” AB said.

Among other global business highlights last year, the firm said it expanded its private wealth management client offerings with new services focused on areas such as US financials and recovering European and frontier markets. Meanwhile, in Latin America, it has experienced "strong sales" in newer strategies such as Select US Long/Short and Short Duration High Yield, contributing to the firm's more regionally diverse sales mix.

Going forward, AB will have two new brand identities. The corporate entity, institutional and retail businesses will be referred to as AB Sanford C Bernstein, the sell-side business, while Bernstein Private Wealth Management will be referred to as Bernstein in instances where the logo appears, and as AB Bernstein where it does not.