Vanguard provides a good example of how one fund company has developed a successful brand, Srere said. When John Bogle founded Vanguard, he did so out of a passion to do one thing: provide investors with a cheaper, more efficient way of investing. Bogle's conviction and passion for creating a low-cost investment option has driven Vanguard's brand identity as the industry's low-cost leader, Srere said.
In fact, in a recent poll conducted by Miami-based brand consultant, Brand Institute, only two fund companies made a top 20 list of the most recognized brands in financial services. Those firms were Fidelity, which placed seventh and Vanguard, which placed 20th.