Over the past several years, brand development in the mutual fund industry has taken a back seat to product proliferation. Driven by the bull market, fund companies developed products at an unprecedented pace in an effort to offer a diverse product line that appealed to all types of investors.

But that is slowly changing, according to marketing executives who say an overcrowded fund market and sagging performance are forcing many firms to consider the benefits of a strong brand name.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.