Broadridge’s Fund Brand 50 Reveals the Best European Asset Management Brands 2019

The latest annual brand study reveals that size does not matter when it comes to building brand credibility. Those brands that made the biggest gains had varied backgrounds, product scale and investment expertise, and all demonstrated high conviction stories to engage the industry’s most influential fund buyers. Asset management giants BlackRock, JP Morgan and Fidelity held on to their leadership positions, while the French multi-affiliate group, Natixis, jumped 11 places, closing in on a position in the ranks of the elite top-ten. Joining Natixis as groups with the biggest brand momentum were Pictet and Robeco – all three enjoying significant improvements to the Total Brand Scores^[1] on which the FB50 rankings are based.

Below the top tier, the fastest rising brands included a mix of international managers including the US managers Morgan Stanley, T Rowe Price and Wellington Management; UK provider, Hermes and the Franco-German Group Oddo. 

Commenting on the latest results, Diana Mackay, managing director, Broadridge Global Distribution Solutions said: “This year’s brand rankings prove, more than ever before, that brand success is not simply about scale, price and performance. Mifid 2 has had a disruptive effect on the industry bringing price to the fore in fund selection but this is a direct route to commoditization. Active managers now need to work harder to develop propositions and personalities that fund buyers and their clients will see as authentic and want to connect with. It is the difference between ‘love’ and ‘like’. An enduring brand is one that is loved for who it is rather than liked for what it does. Those groups that are in the lead and rising fast have all taken this extra step to connect.”

Additional findings from this year’s study include:

• Sharp swings in the brand scores achieved by the top ten delivers a new French face to the leading tier – Amundi.
• The top four cross-border brands hold on to their positions despite the gap narrowing between the giants and the mid-sized groups.
• SRI is an Achilles heel for many of the largest U.S. players while smaller groups and thematic specialists continued to build brand momentum.
• New names to the local market rankings include Dr. Jens Erhardt, Baillie Gifford and the U.S. giant Wellington Management.
• Lesser known U.S. names in Europe: Capital Group, Morgan Stanley and T Rowe Price all improved their brand rankings.
• Market specialists feature heavily in the boutique rankings with Sweden’s Lannebo Fonder taking pole position for the fourth year in a row. Recognition for local knowledge, appealing products and client support helped it stay ahead of the French manager Moneta.

Asset managers, consultants and other industry stakeholders interested in receiving the in-depth FundBrand 50 analysis can visit http://fundbuyerfocus.com/fb50 for more information.