Nasdaq: Schroders, Baillie Gifford, Man Group top list for UK equity brand awareness

Report measures unique firm and product awareness

Made in the UK label


Schroder Investment Management Limited, Baillie Gifford and Man Group are some of the UK-based asset management firms with the most recognised brands, according to research from Nasdaq.

Within fixed income, Insight Investment, Schroders, and M&G were the top three firms for having the most widely recognised brands in 2023, with Schroders, Baillie Gifford, and Fulcrum Asset Management leading balanced and multi-asset firms.

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The Nasdaq eVestment team bases the ratings on a combination of firm awareness and product awareness, measuring the number of individual asset managers or consultants to review a product during a period and the number of unique products reviewed per asset owner or consultant.

“Brand awareness can be driven by several factors, including corporate actions, performance track records, thought leadership, personnel and stability, its approach to socially responsible initiatives, and its timely dissemination and transparency related to each of these factors,” the report stated.

“Understanding the strengths, drivers and effects of brand awareness should be a central part of the growth strategy for any manager.”

For mid-sized firms in the UK, Jacobs Levy Equity Management, Ariel Investments, and Burgundy Asset Management took the lead while Kabouter Management, EAM Investors, and Cornerstone Investment Partners topped the list for small and emerging firms.

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BlackRock was the overall leading brand for 2023, closely following by Wellington Management Company and J.P Morgan Investment Management.

“BlackRock maintained the highest levels of brand awareness among investors and consultants around the world in 2023. The firm’s brand strength was consistently high within the Americas, EMEA and APAC, and within the equity and fixed income categories,” the report stated.

“While still ranking within the top 20 in the category, BlackRock’s lowest brand strength category for 2023 was in the hedge fund segment.”

Across equity firms in the US, Wellington took the top spot, followed by BlackTock and Acadian Asset Management, while fixed income was dominated by Pimco as well as BlackRock and Wellington. For Europe ex-UK, Robeco, UBS, and Comgest Global Investors led equity, while Amundi, Robeco, and Aegon had the most brand awareness for fixed income.