IW Long Reads: The Reinvention Game - Why company rebranding has gone beyond giving logos a facelift

Companies now taking ethos and governance changes into account

In a world full of chaos, volatility and uncertainty, investors will seek reassurance wherever they can find it, many would argue a confident, robust brand is one vehicle through which that reassurance can be delivered. Research cited by BNY Mellon Investment Management - in support of its global rebrand last year - revealed that asset managers with both high firm and product awareness attracted on average 20.3x higher inflows than those with low awareness. The eVestment research found that while brand awareness was important for all asset managers, it was even more so for larger firms,...