The eighth edition of the annual Fund Brand 50 list published by Broadridge Financial Solutions has been released. The Fund Brand 50 identifies the best asset management brands in 2019 and findings are based on the views of some 850 fund selectors across Europe, in 10 countries, responsible for some €3trn of assets.
Fund Brand 50 (FB50), a research study by Broadridge Financial Solutions, reveals the best brands in European third-party asset management and names the latest movers and shakers. The independent study 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 that size does not matter when it comes to building brand credibility. Those 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. Asset management giants BlackRock, JP Morgan and Fidelity held on to their leadership positions, while the US bond manager Pimco, entered the elite top-ten.
TOP 10 CROSS-BORDER GROUPS 2020
| RANK | Fund Group | RANK CHANGE |
| 1 | BlackRock | 0 |
| 2 | JPMorgan AM | 0 |
| 3 | Fidelity | 0 |
| 4 | Pictet AM | 0 |
| 5 | Robeco | +2 |
| 6 | Schroders | 0 |
| 7 | Amundi | +3 |
| 8 | Natixis | +3 |
| 9 | M&G | -4 |
| 10 | Pimco | +3 |
Additional findings from this year’s study include:
- The rising importance of the client relationship and its impact on brand. The days of mass marketing have gone, and a more individualized approach that responds to the specific needs of each distribution partner is expected.
- The narrowing gap between JPMorgan and Fidelity, which are closing in on Europe’s long-standing brand leader, BlackRock. The leader’s score declined further in 2019, its allure possibly suffering dilution from the success of its subsidiary, iShares, whose brand is measured separately.
- Mixed messages behind ESG as a brand driver of success; its impact on brand remains low, but the evidence is growing of the need for groups to pay more than lip service to their commitments. European groups are ahead of this curve by Robeco ranking first and Candriam second.
- Focus on fees also saw iShares gain three places to 13th, its highest ever rank, the survey notes.