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Robeco moves into top 10 in fund brand rankings

Robeco moves into top 10 in fund brand rankings

30-03-2017 | News

Robeco has been placed in the top 10 of global asset management brands in an annual survey by Fund Buyer Focus.

  • Lambèr Korsten
    Lambèr
    Korsten
    Head Global Branding, Marketing

The consultancy group’s 2017 FundBrand-50 report says Robeco has risen four places from 14th to 10th, based on its dynamic product set, success in new markets and continued focus on sustainability investing.

In compiling the annual survey, Fund Buyer Focus tracks the brand perceptions of nearly 1,000 fund selectors of third-party funds that are available for sale in the largest European countries. A firm’s final placing on the list is based on a composite score of a wide range of branding aspects, including whether it is perceived to be expert in its field and is associated with appealing investment strategies.

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Jumping into the top 10 for the first time places Robeco above many household names and companies that are much larger. In the breakdown of perceptions by fund selectors, Robeco continues to rank 1st for sustainability investing, and 8th for brand preference, also above some of the biggest names in the industry.

“Robeco’s dynamic product set is a clear response to the changing demands of its clients, particularly in the arena of social responsibility where the group ranks first,” Fund Buyer Focus notes in the report. “It has also extended its reach and improved its positioning in most of the markets in which it has a presence.”

"All in all, we feel we can be very proud of this accomplishment,” says Lambèr Korsten, Head of Global Branding at Robeco. “In many areas, we see ourselves popping up near the top of the rankings. We are at the top of lists with quality products, score strongly on sustainability and win prizes like best asset manager in Belgium recently. We have seen the brand strengthening over the last four years and are very proud to now see it in 10th position in the FundBrand 50 alongside some admirable brands in the business."

Fund Buyer Focus offers reporting and consulting services which provide third party retail fund suppliers with detailed information about how the major fund distributors perceive them and how this perception translates into business. Its report is now in its 10th year.

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