Fidelity, USAA, and Vanguard Historically Top the “Short List” of Brands Considered by Affluent Investors, Announces Phoenix Marketing International

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Semi-annual research conducted by Phoenix Marketing International among affluent investors indicates that the top-ten brands, based on investors’ overall impression and likelihood to consider as a provider of retirement products, are comprised of the same eight investment managers, although in different rank order over time

Phoenix Marketing International, one of the top research companies in the U.S., released summary findings from two studies conducted in 2012 among affluent investors. Please click here to view the top-ten fund providers, among companies evaluated by at least 50 investors. Planning for the spring 2013 study among affluent investors is underway. Companies interested in participating in this assessment of their brand and advertising performance, understanding the types of retirement products and services associated with their company, their brand positioning versus key competitors, retirement offerings investors intend to learn more about or purchase in the next three months, plus “the most important sources of information” used by investors to learn about a brand’s retirement products and services should contact Phoenix.

The semi-annual Phoenix study among affluent individual investors has been conducted since November 2008 and was last administered in November 2012 among 1,447 respondents. Study data are representative of the U.S. population by age and geography. Also reported are detailed evaluations of Print and TV advertisements, plus investors’ likelihood to consider such leading brands such as Aetna, AIG, Allianz, American Century, American Funds, Ameriprise, Aviva, AXA, Berkshire Life, Charles Schwab, CNA, Columbia Funds, E*Trade, Edward Jones, Fidelity Investments, Franklin Templeton, Genworth Financial, Goldman Sachs, Guardian, The Hartford, ING, Invesco, Jackson National, Janus, John Hancock, Lincoln Financial, MassMutual, Merrill Lynch/Bank of America, MetLife, Morgan Stanley Smith Barney, Mutual of America, Nationwide, Northwestern Mutual, NY Life, Oppenheimer, Pacific Life, PIMCO, Prudential, Putnam, Raymond James, State Farm, Sun Life, TD Ameritrade, T. Rowe Price, The Principal, TIAA-Cref, Transamerica, Travelers, US Trust/Bank of America, Vanguard, and Wells Fargo.

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John Duggan
Phoenix Marketing International
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