Al Frank Asset Management is planning a branding campaign as part of efforts to broaden its reach in the market.

"We have not done an awful lot of advertising," Steve Samson, Al Frank’s chief operating officer, told the MFWire. "What we want to do is build our brand in the marketplace."

The branding push forms part of the Laguna Beach, California-based company’s key goals for 2006. Al Frank publishes The Prudent Speculator and The Prudent Speculator TechValue Report, which have a combined subscriber base of about 11,000. Apart from the newsletters, the company has two other business lines, managed accounts and mutual funds.

"Part of the strategy is to make these subscribers, as well as the general investing public, more aware that we also manage money," he said.

Al Frank is choosing between two design firms and is in discussions with a well-known brand consultancy company to develop its strategy. "We want to reach out to the market in a proactive way," he said.

At the same time, the company is building a dedicated service and sales team targeted towards registered investment advisors, an initiative that will be implemented at the beginning of next year.

The company is close to hiring an investment intermediary sales manager, he added. 

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