Brand trust is the leading driver of mutual fund purchase consideration, and American Funds, Franklin Templeton and BlackRock are the brands advisors trust most. These and other findings are included in the 2015 Advisor Brandscape® report, released recently by Cogent Reports™, a division of Market Strategies International.
According to the report, across 10 leading brand attributes, the extent to which advisors trust an asset manager has the greatest impact on whether they will consider investing with that company in the future. Cogent Reports also found that the impact of trust exceeds that of more traditional purchase drivers such as perceptions of reliability, consistency of performance, or information and guidance.
¡°Trust is particularly important now, at a time when the product landscape is changing so quickly,¡± said Meredith Lloyd Rice, senior research director at Market Strategies and lead author of the report. ¡°Whether it¡¯s new product adoption, concentrating assets with a new set of managers, or expanding the use of solutions like model portfolios, trust becomes a huge factor.¡±
