Brand Sentiment Analysis

Perception Vs. Reality

What do your clients really think about your brand and how will you change their perception?

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Mark Horan

Mark Horan

Senior Account Manager, Europe

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.

Asset Managers' Marketing Strategy Priorities Over the Next 12 Months, 2020

EMSO exhibit 2.11

Building a Brand

Partnerships

Forming partnerships with distributors is becoming an important way to enable new sales. Cerulli’s research shows that this approach is especially crucial in Germany and the U.K., where respectively 56% and 54% of the managers we surveyed said that forming partnerships is significantly more important than it was three years ago.

Thought Leadership

Almost half (49%) of the asset managers Cerulli surveyed plan to increase their production of thought leadership content for institutional investors over the next two years and 47% plan to increase their production of such content for investment consultants. Thought leadership also allows managers to differentiate their brand and story. Investors grow weary of absorbing the same material from multiple sources and want something that can bridge the gap between current and new ways of thinking.

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Content is not a one-size-fits-all

Choosing the right format remains the best way to make thought leadership easily accessible and content must be insightful and appropriate. Managers should tailor their thought leadership content for specific audiences—different channels have different needs and investors are increasingly selective about what content they consume.

Asset Managers' Preferred Content Strategies for Thought Leadership Production, 2020

Channel Amplification

Instagram and YouTube are the mainstream social media platforms least used by the fund industry. According to our research, 37% of managers leverage these platforms less than once per week (see Exhibit 3.04). However, both of these platforms have the potential to help asset managers build their brand awareness among new and younger audiences that are yet to invest or join the fund industry.

Frequency of Asset Managers' Use of Social Media, 2020

EMSO exhibit 3.04


Strengthen Your Market Position

Let Cerulli help you build a stronger market position in 2021 and beyond. 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.

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Meet the Team

Subject Matter Experts

André Schnurrenberger, CFA

André Schnurrenberger, CFA

Managing Director, Europe

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André Schnurrenberger, CFA

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 Zumbo

Fabrizio Zumbo

Associate Director

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Fabrizio Zumbo

Fabrizio Zumbo

Associate Director

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

Vidushan Ragukaran, CFA

Senior Analyst

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Vidushan Ragukaran, CFA

Vidushan Ragukaran, CFA

Senior Analyst

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.

Tina Zhang, CFA

Tina Zhang, CFA

Analyst

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Tina Zhang, CFA

Tina Zhang, CFA

Analyst

Based in the London office, Tina is a member of Cerulli’s European research team, focusing on asset and wealth management. Tina is responsible for collecting, compiling, and analyzing large amount of qualitative and quantitative datasets and providing market intelligence for the practice’s reports.

Tina began her career as an investment analyst at Hywin Wealth in London, where she was responsible for supporting investment managers with fund research, preparing investment presentations, and proposals.

Full biography here.

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Strategic Consulting

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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