In a list of fund firms with the best reputation, Vanguard, American Funds, Fidelity, BlackRock, and Franklin Templeton came out on top.

Patrick Newcomb FUSE Research Network Director of BenchMark Research

Don't look so shocked.

Pat Newcomb, director of benchmark research at Fuse, certainly wasn't. He says these firms have consistently been at the top of the brand game. In a climate where firm reputation dictates which products advisors choose, brand is more important than ever.

"You can have the best product but if you're not a recognizable firm or don't have a clear story to tell, that can be a challenge," explains Newcomb.

That story can't get built overnight. With vast resources at their disposal, large firms are constantly evaluating and measuring their image, making it difficult for anyone else to compete.

In fact, in Fuse's latest Marketing Support: The Advisor View, they asked advisors to rank fund firms across a spectrum of marketing-related topics, including top manager websites, most useful manager apps, and most read thought leaders. Across all categories, every single firm that ranked in the top this year also made the list in 2015, the last time the survey was conducted. 

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