Op-Ed: Brand is game changer for Asian funds
9 May 2012 - Ignites Asia
In the post-crisis environment, the key for fund managers to win business has been to find an optimal mix of investment performance, service, organisational stability and brand. But recent research reveals a change in the dynamics that link those factors together.
First, with investment performance and service considered as essential but not sufficient, brand and organisational stability have become deciding factors.
Second, brand on the institutional side is almost as important as on the retail side. A manager’s brand reputation is of particular importance for institutions entering new strategies or rethinking their asset allocation and portfolio construction strategies in the context of investment solutions.
Third, Asia as a young asset management industry with higher turnover ratios is more brand-conscious than the rest of the world