Staff
Asset managers PIMCO and Vanguard hold the highest brand ratings among U.S. institutional investors, according to a recent report by Cogent Research. The report was based on a survey of 650 U.S. pension and non-profit institutions with a minimum of $20 million in assets.
On a scale of one to 10, more than two-thirds of respondents rated PIMCO “very favourably” or “extremely favourably,” and more than six in 10 ranked Vanguard in a similar light.
“Favourable impression is a key measure of a brand’s strength—particularly its acquisition potential,” said Linda York, director of syndicated research with Cogent. “As a precursor to consideration, firms need to establish an effective foundation with strong awareness and high favourability.”