Asset managers ranked in brand study

Brand valuation agency Brand Finance has unveiled its rankings of asset management and sovereign wealth brands globally.

BlackRock has taken the top spot as the world’s most valuable asset management brand, closely followed by JP Morgan Asset Management, both with brand valuations around $7mn.

The brands with the highest position in the rankings are underpinned by their forward-thinking approaches to technology and sustainability, which in turn drives market activity and attracts clients, the company said.

The brand valuation found that JP Morgan AM received exceptional scores across metrics such as awareness, familiarity, and performance.

As reported by Financial Promoter last year, JP Morgan Asset Management’s marketing strategy is cemented in building trust and credibility in an authentic and considered way.

David Haigh, chairman and CEO at Brand Finance, said sovereign wealth funds are leaning into strategies based on “patience and partnership” – a trend expected to drive brand perception in the coming years.

“Robust revenue growth and innovation have fuelled BlackRock’s brand value, while PIF leads among SWFs driven by its investment strategy, trust in its name, brand awareness, and for being a catalyst for advancement,” the report said.

Brand strength is measured by marketing investment and stakeholder equity, as well as how those metrics relate to business performance.

The data used is gathered from Brand Finance’s market research programme and from publicly available sources.

To read more about JP Morgan Asset Management’s marketing strategy, click here.