Cogent Wealth Reports
International Institutional Investor Brandscape® examines the behaviors and attitudes of senior investment professionals representing defined benefit (DB) pension funds across multiple countries. This study covers overall trends in asset allocation and investment strategies, the variables that lead to asset manager selection, and the current state of brand equity, differentiation and loyalty in this increasingly global market.


The report will enable subscribers to:

  • Increase acquisition potential by identifying market segments and core competitors, areas of greatest opportunities, and the brand imagery that drives consideration
  • Minimize attrition probability by revealing product and service-related strengths and weaknesses, understanding where competitive threads exist, and identifying the areas that drive satisfaction
  • Maximize brand equity by understanding the current competitive positioning on core metrics of awareness and favorability, as well as how your brand performs today on critical brand imagery areas


A phone-based survey of a representative sample of 800 defined benefit pension investors managing the equivalent of at least $20 million in assets.

Subscription Details

Publication Date: July 2016


  • Strategic report and recommendations
  • By request: Custom data cuts and survey work by senior analysts

Investment: $50,000

Areas of Inquiry

Current/Future Asset Allocation

  • Distribution of assets by asset class; proportion of active vs. passive
  • Expected changes in asset allocation and specific drivers of these changes
    (desired outcomes)

Current/Future Investment Strategy Trends

  • Current/future use of outcome-oriented asset allocation strategies (including LDI), multi-asset strategies and outsourced fiduciary management

Asset Manager Selection Process

  • Number of asset managers currently used and number likely to add over next 12 months
  • Importance of specific criteria in selecting a new asset manager (up to 20 metrics)

Brand Equity and Brand Differentiation

  • Aided awareness and overall impression of broad asset managers
  • Unaided and aided consideration of leading broad asset managers overall and by asset class
  • Perceptions of leading broad asset managers across a battery of brand imagery attributes

Evaluation of Asset Managers

  • Distribution of assets across broad vs. specialized asset managers
  • Proportion of assets allocated to leading broad asset managers
  • Loyalty to, and satisfaction with, asset managers across multiple metrics
  • Asset managers likely to drop in next
    12 months


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