BlackRock [see profile] is preparing a global branding campaign to increase its profile among the retail crowd, InvestmentNews reports.

Larry Fink BlackRock CEO

"Our brand institutionally is pretty good. I think, with financial advisers, it could be better. But with retail clients worldwide, it needs work," BlackRock CEO Larry Fink told the pub. "Advisers are telling us, 'We would like your brand to be more known with our clients.'"

As previously reported by a number of media outlets, BlackRock hopes to double its retail business by 2014. 

Edited by: Armie Margaret Lee


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