The need for companies that sell mutual funds to create a brand identity was a key topic of discussion here last week at the first USA-Ireland Mutual Conference.

Over time, building a brand identity for a fund company can prove more beneficial than simply advertising the performance of specific mutual funds, said Arnold D. Scott, a senior executive vice president at MFS Investment Management Co., Boston.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.