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Perpetual motion in brand battle

Invesco Perpetual’s decision to consult on reverting to its old brand reflects a wider schizophrenia in the industry, says a brand guru.

Masius creative director Ian Henderson thinks the investment industry is torn between appealing to institutional investors and being attractive to the man or woman in the street.

He says there is a possibility that in two years, everybody will buy their investment products through big institutions and that the branding of companies such as Invesco Perpetual could become largely irrelevant.

But Henderson is personally convinced that Invesco Perpetual is ahead of the game in looking to strengthen its brand for the retail market. As distribution channels continue to diversify, he thinks that having a strong brand will make all the difference.

Henderson says: “If I were shopping in a supermarket I would be happy to buy a brand from, for example, Jupiter, because I know what it is, what it represents. There is no doubt that there is more equity in the Perpetual brand than in Invesco Perpetual.

“This is a very interesting area and it will be interesting to see what happens to brands in the changing market.”

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