When it comes to which asset managers are viewed most favorably by advisers, it turns out size isn’t everything.
According to the Edelman Asset Management Brand Index, mid-sized companies such as Baillie Gifford and Liontrust have a strong brand than their larger competitors like BlackRock and Fidelity.
The ranking scores companies on the basis of the perception of 40 IFAs and asset managers as well as the relevant media according to six factors: notoriety, specificity, corporate culture, strength of the investment team, rigor of the process investment of a company and quality of executive management. team.
The average brand score fell to 69.2%, from 68.7% in 2019, but down from a high of 72% in 2017. Awareness scores have increased, while distinction scores have increased. decrease.
Edelman Chief Financial Officer Andrew Wilde said: “In the context of a global economic reconstruction, changing markets and scrutiny of the environmental and social contribution of investors, we would say that a brand strong has never been more important to asset managers.
“Even the best managers will face reputation and performance issues, and a well-regarded brand is a powerful tool in helping businesses weather storms. “
Read on to see the top 10 fund management brands in the UK, according to Edelman.