Brand Sentiment Analysis
Perception Vs. Reality
What do your clients really think about your brand and how will you change their perception?
How do your clients and partners view your brand?
Brand perception is entrenched in fund selectors’ decision-making. Asset managers can make progress if they emphasize the competitive differentiators of their value proposition when building their brand. Those whose names become synonymous with investing, particularly among new savers, will have the best opportunities to win new business.
Building a Brand
Asset managers have allocated ever more resources to promoting their status as thought leaders over the past five years and producing insightful thought leadership content is an increasingly high priority. 85% of managers consider thought leadership content very important to institutional investors and 77% considered such content very important to banks and wealth managers.
The wealth management segment is also an important target for asset managers’ thought leadership content production. Wealth managers are increasingly looking for narratives that link investments to societal change in a bid to future-proof their clients’ portfolios.”
Content Is Not One-Size-Fits-All
As is the case with content marketing, the format of thought leadership is moving away from traditional written content. Many asset managers are making use of different formats and developing visualization capabilities that enhance the client experience.
Nearly three-quarters (70%) of the asset managers Cerulli surveyed now have more than six people in their social media teams and 78% expect to reach that level over the next 12 to 24 months.
Strengthen Your Market Position
Let Cerulli help you build a stronger market position. Explore your brand’s perception, assess how much your prospects and clients know about your service offering, and evaluate what they want from asset manager partnerships.
Meet the Team
Subject Matter Experts
André Schnurrenberger, CFA
Managing Director, Europe
André Schnurrenberger is the managing director of EMEA for Cerulli Associates and leads all research, consulting, and business activities in the region. Since joining Cerulli Associates, André has focused on wider distribution and product trends across European asset managers and has worked with some of the largest global investment firms, reviewing their product shelves, enhancing their business models, and helping them define strategies for future growth.
Prior to joining Cerulli, André spent 7 years at Columbia Threadneedle Investments, most recently as head of Business Management and Market Intelligence & Research for EMEA Distribution, and before that as Head of Performance. He held previous roles at UBS Wealth Management in Zurich and London, including Head of Investment Analytics and Performance.
Full biography here.
Fabrizio leads the European Retail/Wholesale Asset Management research practice, which focuses on analyzing asset management product development trends, investment, operational and marketing strategies, market and distribution dynamics, regulatory changes, and performing market and competitive intelligence in the United Kingdom, Continental Europe, and the Nordics.
Prior to joining Cerulli, Fabrizio served as a Lead Industry Analyst at State Street in London and as a Senior Analyst & Research Editor for the PwC’s Global Market Research Centre in Luxembourg. Previously, he carried out several field-based research projects in emerging and frontier markets for international market research and economic consulting firms, spending almost five years performing economic and industry analyses in several countries in Latin America, Africa, and the Middle East.
Full biography here.
Vidushan Ragukaran, CFA
Vid is a member of the Retail and Wholesale Asset Management team, specializing in investment products and strategies. He provides quantitative analysis and authorship for Cerulli’s European research products. He also contributes as a writer and analyst for The Cerulli Edge series.
Prior to joining Cerulli, Vid worked at the Financial Conduct Authority, where he served as a Sector Analyst covering multiple sectors of the U.K retail and wholesale investment markets. He also previously worked as an Equity Research Analyst at Investec in their asset management and wealth management practices.
Full biography here.
Understand where to allocate resources to achieve your objectives. We can help you determine which initiatives are likely to be successful and those that may not achieve the desired effect. In an increasingly competitive market, our objectivity and experience can help you to advance your firm’s unique strengths.
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