Cerulli Associate's got the formula for asset managers to attract advisers. The elements? Strong client service, useful website and a recognizable brand.

According to the January issue of the U.S. Asset Management Edition of The Cerulli Edge, firms recognize the increasing importance of branding. Thirty-three percent of asset managers and readers surveyed by Boston-based Cerulli reported that their firmwide focus for 2013 is building brand awareness. Financial advisers also pinpointed recognizable brand as the second-most important attribute among 11 impacting their choice of asset manager, behind only strong client service (51%).

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