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September 3, 1999 - AXA Financial, Inc. is the new name for The Equitable Companies Incorporated -
the holding company for The Equitable Life Assurance Society of the United States, Alliance Capital
Management L.P., and Donaldson, Lufkin & Jenrette, Inc.
The name change will become effective after the close of New York Stock Exchange trading on
September 3, 1999. Shares of AXA Financial, Inc. will be traded on the NYSE under the new ticker
symbol "AXF" as of September 7, 1999. AXF appears in alphabetical order at the beginning of the daily stock
transactions, rather than under "E," where the former ticker symbol "EQ" was listed.
Shareholders approved changing the name of the holding company to AXA Financial, Inc. at their annual
meeting on May 19, 1999.
The new holding company name, AXA Financial, Inc, has been selected because it more effectively signals
the company's position as a provider of diversified financial services.
"The name change enables us to create a more accurate perception in the marketplace of the
broad-based financial services company we've become," explains AXA Financial CEO Edward D. Miller.
"The Equitable Companies name has served us well. The Equitable name is perceived as a world-class
provider of insurance and annuity products, and we will continue to take advantage of the value of
the Equitable brand by continuing to offer these products under the Equitable Life name.
"However, with the breadth and depth of services provided by our core companies - Equitable Life,
Alliance Capital Management L.P. and Donaldson, Lufkin & Jenrette - we obviously offer much more than
insurance and annuity products. That calls for a name with a broader meaning. As AXA Financial, we
can better achieve our goal of meeting the changing and growing financial needs of our clients."
In addition, later this month AXA Financial will launch a new brand - AXA Advisors - to represent the
financial planning and advisory capabilities of the company's nationwide network of financial professionals
and their ability to deliver a broad array of products and services. "The AXA Advisors brand will better
position our financial professionals to carve out a unique identity, expand their practices and meet the
needs of clients," Mr. Miller added.
As indicated, the Equitable brand will remain a major component of the company's growth strategies.
The Equitable brand will represent and continue to be focused on providing the best-in-class insurance and
annuity products and services, thereby maximizing the brand equity of the 140-year-old Equitable Life as
a product innovator.
About AXA Financial
AXA Financial, Inc. is a member of the global AXA Group, one of the world's largest providers of insurance
and financial services, with operations in more than 50 countries and assets under management of
approximately $655 billion as of December 31, 1998.
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