Top Fund Brands for Advisors

Financial advisors associate positive branding with American Funds, iShares and Ivy Funds, according to a recent study done by Kasina and Horsesmouth, which included responses from some 3,120 FAs.

The firms with the highest "brand association score" are American Funds, iShares/Barclays, Ivy Funds, Pimco/ Allianz Funds, Vanguard Group, Franklin Templeton Investments, BlackRock, Fidelity/Fidelity Advisors, JPMorgan Asset Management and Natixis Funds.

In this benchmarking survey, intermediaries evaluated 20 mutual fund companies on a variety of criteria, including products, wholesalers (external and internal), and brand attributes.