The Invesco Perpetual brand name is to be retained for the onshore UK retail market following a six ...
The Invesco Perpetual brand name is to be retained for the onshore UK retail market following a six month review, writes Robert Stock.
Perpetual will cease to exist as a name in the institutional and offshore markets, where the brand review found it had far less impact with investors .
The power of the Perpetual brand in the retail space was clearly shown in the review, according to Angus Woolhouse marketing director at Invesco Perpetual.
Interviews with more than 100 intermediaries representing different areas of business showed the Perpetual brand to be associated with tradition, high quality and exemplary service.
By contrast, Invesco was seen as modern, dynamic, global and progressive, Woolhouse said. In Gavin Anderson surveys of intermediaries, Woolhouse said, both Invesco and Perpetual consistently scored in the top five names in the fund management industry among the IFA community for name recognition.
The Invesco swirl and the Perpetual mountain are also to remain both having been found to have very high recognition value, although how they are to be combined is not yet decided.
Woolhouse said a powerful brand was a differentiating factor in an industry that is increasingly commoditised, where choice is growing, and distribution channels are proliferating.
A brand offers reassurance in times of below par performance and power to shape and control customer expectation, he added.
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