Nearly 600 senior-level institutional investment professionals ranked 10 aspects of their client experience for Cogent’s inaugural study on brand loyalty entitled, “Institutional Investor Brandscape™”. The results show that levels of assets under management do not equate to brand loyalty.
The Cogent Research survey was conducted among a representative sampling of 590 institutional investors, each with more than $20 million in investable assets. 10 aspects of an institutional investor’s client experience, such as investment performance, philosophy, team, relationship management were covered, which enabled Cogent to rank investment managers on their ability to capture the loyalty of their institutional clients.
Out of the top 5 institutional investment managers with the best brand loyalty, 2 of 5 have AUM of less than $300B.
In fact, 40% (4 out of 10) of the institutional investment managers with top rated brand loyalty have less than $300B in AUM.
Aug 11, 2011Rom –
The 4 companies that had less than $300B of AUM includes Loomis, Sayles & Company, Dodge & Cox, Morgan Stanley Investment Management and Lord Abbett.
For most asset managers, the amount that can be invested in things like marketing, technology and product customization is a function of AUM. In my opinion, it is interesting that the Institutional Managers mentioned above have all been successful building a top 10 institutional brand.
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12:44 am
I find your post really informative. But can you please elaborate more the effect of having less than $300B AUM?