Four local managers in Switzerland’s top ten asset management brands

Brand recall is the biggest indicator of Swiss intermediaries’ purchase intentions, according to research by Fundamental Media

Key points:

• Four local managers are in the top ten of the strongest asset management brands among Swiss financial intermediaries.
• Unprompted brand recall is a more influential factor when it comes to financial intermediaries’ purchase intentions than familiarity.
• The brands with the highest propensity to buy scores had the most comments on ‘product/know-how’ and ‘brand’.

Four local managers are in the top ten of the strongest asset management brands among Swiss financial intermediaries, research by Fundamental Media found.

This is one of the key findings from the Switzerland Global Brand Survey 2024, which is based on the responses from 56 financial intermediaries in Switzerland. To understand their perception of asset managers’ brands, we have developed a Brand Equity Index using a combination of quantitative and qualitative methods across four pillars: recall, familiarity, propensity to buy and distinctiveness.

Financial intermediaries were asked which managers they associate with different asset classes and management styles. At least one local asset management firm was in the top three of recalled companies in all of these, apart from North American equities and ESG

Unprompted brand recall is a more influential factor when it comes to financial intermediaries’ purchase intentions than familiarity. On average, half of the respondents are very familiar or quite familiar with most asset managers prompted. The five most familiar brands are well known among at least 70% of respondents.

Intermediaries were asked to mention up to three asset managers whose funds they are likely to increase the use of over the next 12 months, which was used to calculate each manager’s score for propensity to buy. We also asked respondents what values they attribute to those managers and what makes them want to buy these funds. This revealed that the brands with the highest propensity to buy scores had the most comments on ‘product/know-how’ (45%) and ‘brand’ (43%).

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