Asset Manager Rankings by Brand Awareness

Asset Managers Ranked By Brand Awareness Scores (as of Q4 2018)

Brand awareness is an important driver in the growth of institutional investment managers of all sizes. Brand awareness answers the question, how familiar are investors with your firm and your products? It is the first step in an investor’s path to eventually placing a mandate. Investment managers who are effective in creating awareness are better able to compete in our crowded industry. Asset managers cannot afford to ignore the impact of brand awareness. Understanding the strengths, drivers and effects of brand awareness should be a central part of the growth strategy for any manager.

Brand Awareness Whitepaper

In an attempt to quantify the intangible idea of brand awareness, we have identified a metric based on consultant reviews in the eVestment database as a proxy for brand awareness at the firm and product levels. Download our whitepaper, “The Importance of Brand Awareness” to understand the full methodology behind our rankings.

Asset Managers with Institutional AUM >$100B

RankFirmInstitutional AUM
(millions USD)
Brand Awareness Score
(1 Yr Delta)
Product Awareness
(Value)
Firm Awareness
(Value)
1Wellington Management Company$1,003,38910 (0)10 (2.91)10 (396)
2BlackRock$3,630,88110 (0)10 (2.24)10 (315)
3PIMCO$1,512,90310 (0)10 (2.36)10 (307)
4T. Rowe Price$433,67510 (0)10 (2.25)10 (249)
5Lazard Asset Management$138,2409.5 (-0.5)9 (2.07)10 (275)
6MFS Investment Management$177,6899.5 (0)9 (2.17)10 (258)
7Baillie Gifford & Co$192,1529.5 (0.5)10 (2.21)9 (200)
8J.P. Morgan Investment Management$926,3019 (-0.5)9 (2.02)9 (227)
9Dimensional Fund Advisors$517,3169 (-1)9 (2.05)9 (214)
10Franklin Resources$157,6588.5 (-0.5)8 (1.89)9 (231)

Asset Managers with Institutional AUM $50B - $100B

RankFirmInstitutional AUM
(millions USD)
Brand Awareness Score
(1 Yr Delta)
Product Awareness
(Value)
Firm Awareness
(Value)
1Fiera Capital Corporation$52,83810 (0)10 (2.17)10 (180)
2Acadian Asset Management$85,33910 (0)10 (2.23)10 (164)
3Artisan Partners$91,9069.5 (1.5)9 (1.95)10 (192)
4Marathon Asset Management$60,5829 (3)8 (1.72)10 (139)
5Arrowstreet Capital$89,0329 (-0.5)9 (2.06)9 (116)
6Brandywine Global Investment Management$69,7388.5 (1)8 (1.8)9 (121)
7Phillips, Hager & North Investment Management$74,6178.5 (0.5)10 (2.32)7 (77)
8Grantham, Mayo, Van Otterloo & Co.$62,7358 (-0.5)7 (1.71)9 (125)
9Investec Asset Management$91,4938 (0)8 (1.72)8 (112)
10American Century Investments$65,2577.5 (-2)7 (1.69)8 (108)

Asset Managers with Institutional AUM $25B - $50B

RankFirmInstitutional AUM
(millions USD)
Brand Awareness Score
(1 Yr Delta)
Product Awareness
(Value)
Firm Awareness
(Value)
1William Blair Investment Management$47,41410 (0.5)10 (2.06)10 (172)
2Mondrian Investment Partners$47,78910 (0.5)10 (2.24)10 (114)
3Mawer Investment Management$25,80810 (0.5)10 (1.92)10 (109)
4Victory Capital Management$48,0969.5 (0)10 (1.97)9 (108)
5Harding Loevner LP$42,603(0.5)8 (1.72)10 (129)
6ClearBridge Investments$38,085(0.5)9 (1.8)9 (71)
7Connor, Clark & Lunn Investment Management$34,0209 (-0.5)10 (1.93)8 (67)
8Capital Group$43,6618.5 (n/a)7 (1.61)10 (142)
9Sands Capital Management$34,1798.5 (0.5)7 (1.61)10 (118)
10J O Hambro Capital Management$35,1508.5 (0)8 (1.65)9 (84)

Asset Managers with Institutional AUM $10B - $25B

RankFirmInstitutional AUM
(millions USD)
Brand Awareness Score
(1 Yr Delta)
Product Awareness
(Value)
Firm Awareness
(Value)
1Pzena Investment Management$20,45310 (0)10 (2.4)10 (131)
2Beutel, Goodman & Company$20,90110 (0.5)10 (1.99)10 (80)
3Burgundy Asset Management$16,3349.5 (n/a)9 (1.72)10 (90)
4Segall Bryant & Hamill$10,9959.5 (0.5)10 (2.1)9 (61)
5EARNEST Partners$20,001(0)8 (1.59)10 (88)
6Brandes Investment Partners$18,571(0)8 (1.64)10 (72)
7Westfield Capital Management Company$11,401(1.5)9 (1.85)9 (60)
8Letko, Brosseau & Associates$14,967(-0.5)10 (2.16)8 (51)
9Leith Wheeler Investment Counsel$11,4739 (0.5)10 (1.94)8 (50)
10GQG Partners$11,3058.5 (0.5)7 (1.55)10 (165)

Asset Managers with Institutional AUM $1B - $10B

RankFirmInstitutional AUM
(millions USD)
Brand Awareness Score
(1 Yr Delta)
Product Awareness
(Value)
Firm Awareness
(Value)
1Stewart Investors$6,46110 (0)10 (1.92)10 (48)
2Granahan Investment Management$1,48210 (2)10 (1.96)10 (45)
3ARGA Investment Management$3,59810 (0.5)10 (2.1)10 (42)
4Strategic Global Advisors$3,92810 (0.5)10 (2.07)10 (42)
5Kennedy Capital Management$3,8039.5 (1)9 (1.82)10 (51)
6DSM Capital Partners$5,2859.5 (1.5)9 (1.76)10 (45)
7Systematic Financial Management$3,2659.5 (1)10 (2.17)9 (41)
8GW&K Investment Management$7,1449.5 (0)10 (1.86)9 (36)
9Cramer Rosenthal McGlynn$4,2309.5 (-0.5)10 (1.89)9 (35)
10Chicago Equity Partners$5,9559.5 (0.5)10 (2.28)9 (32)

Asset Managers with Institutional AUM <$1B

RankFirmInstitutional AUM
(millions USD)
Brand Awareness Score
(1 Yr Delta)
Product Awareness
(Value)
Firm Awareness
(Value)
1Metis Global Partners$55510 (0.5)10 (2.07)10 (29)
2Granite Investment Partners$7129.5 (1.5)9 (1.7)10 (30)
3Affinity Investment Advisors$5789.5 (0.5)9 (1.59)10 (27)
4Qtron Investments$3869.5 (n/a)9 (1.64)10 (22)
5Applied Research Investments$939.5 (n/a)10 (1.94)9 (17)
6Columbia Wanger Asset Management$3189.5 (n/a)10 (1.8)9 (15)
7Lisanti Capital Growth$2519 (1.5)8 (1.48)10 (23)
8Cold Creek Capital$169 (2.5)9 (1.58)9 (19)
9CornerCap Investment Counsel$3099 (0)9 (1.76)9 (17)
10Grace Capital$449 (6.5)10 (1.85)8 (13)

Learn How You Can Get Behind the Numbers

eVestment
Consultant Investor Screening Process
The Importance of Brand Awareness