What's In a Name?

Apparently marketing is a live and well even in the world of exchange traded funds (ETFs). Aside from the typical advertising you might come across on TV, in a newspaper, or on the web, ETF providers are purposefully targeting specific ticker symbols for that little extra name recognition.

Here are some examples:

Rydex Russell Top 50 ETF which invests in the largest publicly traded companies uses the ticker XLG. The original choice was BIG, but it was already taken.Looking to invest in the most liquid corporate bonds? Check out the Rydex Russell Top 50 ETF which uses the symbol LQD.StreetTracks Gold Trust uses GLD. That's a an obvious one. iShares Comex Gold Trust on the other hand uses IAU. If you remember studying the periodic table you'll recall that AU is the symbol for gold.The Vanguard Telecommunication Services ETF uses the symbol VOX which is the short form for voice operated switch.We also have VCR which is the symbol for the Vanguard Consumer Discretionary ETF whose largest holdings are in broadcasting and television.And finally there's PBJ. While not directly related to every child's favorite sandwich, it is the symbol for the PowerShares Dynamic Food & Beverage Portfolio.

My only hope is that these fund owners are as creative with their investment strategies!

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