How aware are investors and consultants of your firm and institutional products? Brand awareness tells you. It is a forward-looking metric that helps you understand whether you are well-positioned to gain assets in the future or need to re-strategize to compete for mandates. Firms with higher brand awareness experience larger institutional flows the following quarter; but the direction of flows is correlated to performance. Firms of all sizes with the highest brand awareness average flows more than 20 times larger than firms with the lowest.
|2||Wellington Management Company||No change|
|4||T. Rowe Price||No change|
|5||State Street Global Advisors||No change|
|7||J.P. Morgan Investment Management Inc.||No change|
|8||MFS Investment Management||No change|
|10||FMR Corp.||No change|