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Aegon Asset Management in bid to boost rebranded image

Aegon Asset Management is revamping its image to boost brand awareness as a follow up to the wider rebranding of the Aegon group last August.

The rebranding and advertising campaign launched by the Aegon group last year aimed to give more prominence to Scottish Equitable’s parent company Aegon as many consumers appeared unaware that the two companies are connected.

Aegon Asset Management intends to build upon this campaign in a bid to seek wider penetration of the UK investment market for its products and services.

As part of this, Aegon AM has recently launched three retail funds – UK opportunities, UK cautious managed and the ethical cautious managed fund.

It will also be relaunching its customer-facing website which will include online charting of Oeic funds and further tools and functions to be added in the summer.

Director retail funds and marketing Jon Bennett says: “We are entering a new phase in the development of Aegon Asset Management as we begin to talk to a broader range of IFAs about our range of funds. To do this, we need to ensure we have readily recognisable brand.”


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