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Household names lead brand league

Halifax is the most popular brand among people looking to invest, according to research for Citigate Albert Frank.

Norwich Union and Prudential are second and third in the study, which measures messaging, accessibility, marketing, media opinion and levels of consumer commitment across 500 active investors in the final quarter of 2004.

Fidelity is the top fund firm in fifth place and New Star and Jupiter are placed seventh and eighth.

Citigate managing director Phillip Hawkins says: “This study confirms that investing in your brand generates business. The top brands in our study – Halifax, Prudential,Norwich Union and Scottish Widows – are not pure investment providers but they are household names. Only one asset management specialist brand, Fidelity, made the top five. With the FSA advertising regulations now in force, investment companies should seriously consider investing more in building their brands.”

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