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NEW YORK and LONDON, March 19, 2019 – Fund Brand 50 (FB50), a research study by Broadridge Financial Solutions, Inc. (NYSE:BR), a global Fintech leader, reveals the best brands in European third-party asset management including the fastest growing brands. The independent study, now in its eighth year, measures asset managers’ relative brand attractiveness based on fund selector perceptions across ten brand drivers. The research also examines the best third-party brands in each of Europe’s ten largest retail markets.
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
|Top 10 cross-border groups ranked by total brand score|
|Rank||Fund Group||Rank Change|
Below the top tier, the fastest rising brands included a number group of U.S. managers - Morgan Stanley, T Rowe Price
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:
Asset managers, consultants and other industry stakeholders interested in receiving the in-depth FundBrand 50 analysis can visit fundbuyerfocus.com/fb50 for more information.
 Total brand score based on ten brand drivers
About the research
The research is conducted by the Berlin-based team of Broadridge Financial Solutions, Inc. The Fund Brand 50 report is an annual study monitoring the influence of brand on third-party fund selection. The study is based on intensive interviews with approximately 850 of Europe’s most significant fund selectors in 10 key markets. These selectors account for approximately €3 trillion of third-party assets. Fund selectors are asked to name their top-three suppliers based on 10 brand drivers, including: appealing investment strategy, client-orientated thinking, innovation and solidity. Using statistical analysis, answers to these and other preference questions are transformed into a ‘Total Brand Score’, on which groups are ranked.
Broadridge Financial Solutions, Inc. (NYSE: BR), a $4.5 billion global Fintech leader, is a leading provider of investor communications and technology-driven solutions to banks, broker-dealers, asset and wealth managers and corporate issuers. Broadridge's infrastructure underpins proxy voting services for over 50 percent of public companies and mutual funds globally, and processes on average more than U.S. $10 trillion in fixed income and equity securities trades per day. Broadridge is part of the S&P 500® Index and employs over 12,000 associates in 17 countries.
For more information about Broadridge, please visit www.broadridge.com
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