The latest annual brand study reveals how managers can succeed in Europe and that size does not matter when it comes to building brand credibility. The 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. U.S. asset management giants BlackRock, JP Morgan and Fidelity are Europe’s best known third party brands and all held on to their leadership positions, whilst the 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 number group of U.S. managers - Morgan Stanley, T Rowe Price and Wellington Management being the most prominent. 

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 in Europe 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 and this is a direct route to commoditization. Active managers now need to work even 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. The U.S. groups that are in the lead or rising fast have all taken this extra step to connect, although significantly it is the European houses that have take the lead in adopting authentic SRI credentials”

Additional findings from this year’s study include:

• Why BlackRock, despite a fall in brand score, is the top brand with European third-party fund selectors.
• How the top four cross-border brands hold on to their positions despite the gap narrowing between the giants and the mid-sized groups.
• Assessment of brand development by lesser known U.S. names in Europe: Capital Group, Morgan Stanley,T Rowe Price and Wellington Management.
• The influence of SRI on brand and why it is an Achilles heel for many of the largest U.S. players while smaller groups and thematic specialists continued to build brand momentum in this space.
• The enduring popularity of investment specialists, which 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 fundbuyerfocus.com/fb50 for more information.