The Value of Your Brand in Helping You Sell: A Brand Framework for Asset Managers

Does your brand help you sell? Indeed it does! How and why are the subject of this research bulletin, a short paper that offers some of the statistical proof.

Analysing more than 132,000 data points provided by Canadian financial advisors, Credo benchmarks the statistical relationship between the strength of your brand and advisor’s willingness to present your company to clients.

Credo’s most recent benchmarking compares advisors perceptions of asset managers as we entered 2009 with their perceptions of the same managers in 2008. The research results show that Fidelity has differentiated itself positively in the minds of advisors but that iShares, Desjardins and CIBC Asset Management actually built their brands significantly during 2008. Other companies saw significant deterioration in their brands.