(Source: FE - Financial Express) There has been a lot of talk recently about the importance of branding in the asset management industry - with recent research from Brand Finance claiming that brand strength and assets under management (AUM) go hand-in-hand - there has never been a better time to focus on building your firm's brand. It is understandable that the asset management industry relies heavily on performance as a core brand value - after all there is no denying that without good returns your AUM will suffer. But the argument can be made that in order to maximise your marketing impact - marrying a more meaningful brand message with competitive returns might just be the golden ticket...
↧